Embed Size (px)
Citation preview
Analysis of the Sustainability of Cultural Tourism Destinations in China from the Tourist Perspective: Case Study of the Ancient Town of Wuzhen
by Xiao Xie
i
Analysis of the Sustainability of Cultural Tourism Destinations in
China from the Tourist Perspective: Case Study of the Ancient Town of
Wuzhen
By
Xiao Xie
Presented as part of the requirement for the degree of Master of Arts in Sustainable
Leisure Management within the Department of Recreation and Tourism Management
At Vancouver Island University
March 2018
ii
DECLARATION
This thesis is a product of my own work and is not the result of anything done in
collaboration.
______________________________________
Xiao Xie
I agree that this thesis may be available for reference and photocopying, at the discretion
of the University.
_______________________________________
Xiao Xie
iii
THESIS EXAMINATION COMMITTEE SIGNATURE PAGE
The undersigned certify that they have read, and recommend to the Department of
Recreation & Tourism Management for acceptance, the thesis titled “ Analysis of
Sustainability of Cultural Tourism Destinations in China from Tourist Perspective: Case
Study of Wuzhen Ancient Towns” submitted by Xiao Xie in partial fulfillment of the
requirements for the degree of Master of Arts in Sustainable Leisure Management.
Aggie Weighill, PhD.
Supervisor, Vancouver Island University
Amanda Johnson, PhD.
Committee Member, Vancouver Island University
Rick Rollins, PhD.
External Examiner, Vancouver Island University
iv
ABSTRACT
This thesis explores sustainability issues in the context of one cultural tourism
destination in China by analyzing the experiences shared by tourists on TripAdvisor who
visited Wuzhen, an ancient water town in China. Many sustainable development
challenges still face Chinese tourism destinations. Previous studies on issues in Chinese
tourism explore and analyze the issues from the perspectives of residents, tourism
organizations, and governments; the perspectives of visitors/tourists are seldom
considered. This gap in the academic literature, combined with the rapid growth and
development of the tourism industry in China, lends significance to the study of
sustainability issues related to cultural tourism destinations in China. Wuzhen was
chosen as the site of this research because it is a prime example of an ancient Chinese
town, which are popular tourist destinations. The analysis of visitors’ reviews left on
TripAdvisor indicates that Wuzhen’s sustainable tourism development is effective.
Visitors shared positive reviews of their experiences in Wuzhen, and the benefits to
various stakeholders are well balanced. The findings of this study suggest that other
ancient cultural destinations can learn much from Wuzhen’s example.
v
ACKNOWLEDGEMENTS
I feel much indebted to many people who have instructed and favored me in the course
of writing this paper. First, I would like to express my sincere heartfelt thanks to my
supervisor Dr. Aggie Weighill who has given me constant help. Thank you for listening
to my ideas about the thesis and guiding me during the process of this research. Thank
you for reading my manuscript with great care, providing meaningful literature that
enriched and broadened my knowledge, and gave me insightful reviews. Without your
enlightened instruction, encouragement, and patience, I could not have completed my
thesis. My sincere thanks also goes to Dr. Amanda Johnson; thank you for your
important recognition of this research. My thanks also go to all the teachers who have
taught me in the course of Sustainable Leisure Management and all the staff of the
reference library of our school, who were patient in helping me to search for useful
materials relevant to my research.
Last but not least, my deepest appreciation should go to my family who have been pouring
out their care, support, and encouragement to me during this master’s journey in Canada.
I thank my parents for giving me endless love and support. I extend my sincere thanks to
my boyfriend Evan Yao for always taking care of me in my daily life and encouraging me
to accomplish this study. I also would like to thank all my friends, especially my dear
friend, Angel Liu, for always giving me valuable inspiration.
vi
TABLE OF CONTENTS
DECLARATION ............................................................................................................... ii
THESIS EXAMINATION COMMITTEE SIGNATURE PAGE .................................... iii
ABSTRACT ...................................................................................................................... iv
ACKNOWLEDGEMENTS ............................................................................................... v
TABLE OF CONTENTS .................................................................................................. vi
List of Figures ................................................................................................................... ix
List of Tables ...................................................................................................................... x
CHAPTER 1 ...................................................................................................................... 1
1. Introduction .................................................................................................................... 1
1.1 Importance of the Study ........................................................................................... 2
1.2 Study Area ................................................................................................................ 5
1.3 Research Objectives ................................................................................................. 7
1.4 Suitability to Sustainable Leisure Management ....................................................... 8
1.5 Overview of Thesis Components ............................................................................. 9
CHAPTER 2 .................................................................................................................... 10
2. Literature Review ......................................................................................................... 10
2.1 Experiential Tourism .............................................................................................. 10
2.1.1 Definition of Experiential Tourism .................................................................. 10
2.1.2 Cultural Tourism .............................................................................................. 13
2.1.3 Ancient Towns — A Special Form of Cultural Tourism .................................. 15
2.1.4 Experiential Cultural Tourism in Ancient Towns ............................................. 16
2.1.5 Authenticity ...................................................................................................... 18
2.2 Visitor Experience and Satisfaction ........................................................................ 19
2.2.1 Visitor Experience and Satisfaction ................................................................. 20
2.2.2 Visitor Needs in Cultural Tourism.................................................................... 22
2.2.3 Visitor Experience and Satisfaction in Chinese Ancient Towns ...................... 23
2.2.3.1 Themes of Ancient Chinese Towns ........................................................... 24
vii
2.2.3.2 Authenticity ............................................................................................... 24
2.2.3.3 Learning and Education ............................................................................. 25
2.2.3.4 Service Quality, Convenience, Comfort, and Safety ................................. 26
2.3 Sustainable Development of Tourism Destinations ................................................ 27
2.3.1 Tourism Sustainable Development................................................................... 27
2.3.1.1 Socio-cultural Sustainability ...................................................................... 28
2.3.1.2 Economic Sustainability ............................................................................ 30
2.3.1.3 Environmental Sustainability .................................................................... 31
2.3.1.4 Stakeholder Perspective ............................................................................. 33
2.3.2 Sustainable Development Requirements of Ancient Towns ............................ 35
2.3.3 Sustainable Development Issues in Ancient Towns ......................................... 35
2.4 Customer Knowledge ............................................................................................. 39
2.5 Gaps in the Literature and Summary ...................................................................... 42
CHAPTER 3 .................................................................................................................... 44
3. Methodology ................................................................................................................ 44
3.1 Research Design ..................................................................................................... 44
3.2 Setting and Population ............................................................................................ 45
3.3 The Source of Data and the Sampling Process ....................................................... 46
3.4 Data Analysis .......................................................................................................... 48
3.5 Ethical and Validity Considerations ....................................................................... 52
3.6 Research Reflexivity .............................................................................................. 53
CHAPTER 4 .................................................................................................................... 54
4. Results .......................................................................................................................... 54
4.1 Participants Profiles ................................................................................................ 54
4.2 Participants’ Satisfaction Levels Regarding Wuzhen ............................................. 56
4.3 Participants Experience Findings ........................................................................... 57
4.3.1 Social ................................................................................................................ 57
4.3.1.1 The town was crowded on weekends and holidays ................................... 57
4.3.1.2 Authentic local atmosphere was perceived from different views .............. 59
4.3.1.3 Convenient Transportation ........................................................................ 65
viii
4.3.1.4 Good Experiential Activities in Wuzhen ................................................... 66
4.3.1.5 Small museum experience is impressive ................................................... 68
4.3.1.6 Comprehensive Tourism Facilities ............................................................ 70
4.3.1.7 Summary of Social Aspect ........................................................................ 70
4.3.2 Environmental Aspect ...................................................................................... 71
4.3.2.1 Beautiful Views in Wuzhen ....................................................................... 71
4.3.2.2 Clean Environment .................................................................................... 72
4.3.2.3 Summary of Environmental Aspect ........................................................... 73
4.3.3 Economic Aspect .............................................................................................. 73
4.3.3.1 Price is Reasonable .................................................................................... 73
4.3.3.2 Businesses are Developing Well ................................................................ 75
4.3.3.3 Summary of Economic Aspect .................................................................. 76
4.4 Analysis of Stakeholders in Wuzhen ...................................................................... 77
4.4.1 Local Residents ................................................................................................ 77
4.4.2 Environment: Hygiene and Sanitation ............................................................. 78
4.4.3 Tour Groups...................................................................................................... 80
4.4.4 Staff .................................................................................................................. 81
4.4.5 Summary of Stakeholder Satisfaction .............................................................. 83
4.5 Analysis of the Dissatisfied Participants ................................................................ 83
CHAPTER 5 .................................................................................................................... 86
5. Discussion .................................................................................................................... 86
5.1 Socio-cultural Sustainability .................................................................................. 86
5.2 Economic Sustainability ......................................................................................... 89
5.3 Environmental Sustainability ................................................................................. 91
5.4 Experiential Cultural Tourism in Ancient Towns ................................................... 92
5.5 Sustainability Issues of Wuzhen ............................................................................. 95
5.6 Conclusion, Limitations, and Future Research ....................................................... 97
5.7 Recommendations .................................................................................................. 99
5.8 Limitations and Future Research .......................................................................... 100
References ...................................................................................................................... 102
ix
List of Figures
Figure 1. Over-commercialization of one local street in Yangshuo (Bao, 2012) ........... 3
Figure 2. Percentages of local residents who think tourism has improved their quality
of life (Bao, 2012) .......................................................................................... 3
Figure 3. Map of case study location in Wuzhen in China ............................................ 6
Figure 4. Sustainability framework used in this study ................................................... 8
Figure 5. Sustainability framework used in this study ................................................. 33
Figure 6. The framework used in the research and the relationship of the four concepts
presented in the literature review .................................................................. 41
Figure 7. Experience level of this study’s TripAdvisor participants............................ 55
Figure 8. Participants’ levels of satisfaction with Wuzhen .......................................... 57
Figure 9. Photo of crowding at one Wuzhen attraction taken by a participant ............ 58
Figure 10. Photo of an interesting exhibition in Wuzhen taken by a participant ........... 60
Figure 11. Photo of preserved Chinese architecture in Wuzhen taken by a participant 62
Figure 12. Photo of “beautiful” architecture in Wuzhen taken by a participant ............ 63
Figure 13. Photograph of museum of folk customs taken by a participant ................... 69
Figure 14. Photo of “beautiful” water town taken by a participant ............................... 72
Figure 15. Photo from the “very nice hotel by the lake” taken by a participant ............ 76
Figure 16. Photo of clean streets in Wuzhen taken by a participant .............................. 80
Figure 17. Photo of a hotel offering good service, taken by a participant ..................... 82
x
List of Tables
Table 1. Codes used to categorize the reviews based on the provided definitions ..... 50
Table 2. Year in which participants became members of TripAdvisor....................... 56
1
CHAPTER 1
1. Introduction
In the past ten years, the number of tourists travelling abroad has grown rapidly
(World Bank, 2016). In 2016, 1.186 billion tourists traveled internationally (World
Tourism Organization [WTO], 2016), a 5% increase from 2015 (WTO, 2016). Issues
such as over-commercialization, the destruction of historical and cultural heritage,
decreased authenticity, and the potentially negative impact on local communities have
been widely covered in Western media (Chen, Huang & Cai, 2014). The top five most
popular tourist destinations across the globe in 2015 were France, the US, Spain, China,
and Italy (WTO, 2016). The increase in China’s tourism development was second only
to that of the United States (WTO, 2016) over the past decade (as measured by
international tourism receipts).
In the 21st century, as household incomes increase and tourists’ expectations of
quality of service grow, international tourists are no longer satisfied with simply
sightseeing (Alegre & Garau, 2010). Rather, tourists are seeking to enhance their
experience and memories through the experiential tourism industry (Yan & Hu, 2015).
This is particularly relevant in China, as Chinese people currently have more disposable
income to spend on leisure products and services than they did ten years ago (Statista,
2014). The large number of domestic tourists in China is also partially explained by its
vast population (Statista, 2014). There has also been an increase in the attention that
people pay to the development of the tourism industry and to experiential tourism
product and service design in China (Wu & Zhang, 2003). Stakeholders are also
increasing their focus on sustainable development within the tourism industry, due to the
significant impact that travel and tourism organizations have on societies and on the
environment. Sustainable development is a strategy that satisfies the needs of the present
without compromising the capacity of future generation, maintaining a balance between
economic growth, care for the ecological environment and socio well-being (Wang,
2
2006). There are positive and negative impacts. One positive impact, for instance, is that
the tourism industry can economically benefit tourism organizations and employees in
the industry. Tourists’ behavior can also affect the environment, as can the government’s
protection activities (Hammond, 2013). As an example of a negative impact, a high
volume of visitors in one destination might result an unbalanced ecosystem of the
destination. The visitors’ behavior might interrupt the peaceful life of local residents. If
tourists litter, the local streets would be negatively impacted and refuse workers would
have much more work to do. These are examples of how the tourism industry’s
development can affect many aspects, both positively and negatively. The number of
tourists in China has grown annually, and discussions regarding the sustainability of the
tourism industry in China have increased (Hammond, 2013).
Chinese tourism destinations are facing numerous challenges related to sustainable
development (Chen et al., 2014). Song and Zhang (2014) found that many Chinese
tourism companies met international sustainability evaluation standards, thus
demonstrating that Chinese tourism-related companies can meet international standards
for sustainability. However, Liu, Xie, and Zhao (2014) argue that the sustainable
development practices within tourism and hospitality companies in China were uneven.
Liu et al. (2014) state that many destinations in China faced the issue of high demand
and lower supply, resulting in lower satisfaction levels among tourists. Because tourists’
reflections on their experiences can directly indicate if they were satisfied or not, this
study focused on these experiences.
1.1 Importance of the Study
In 2005, the United Nations World Tourism Organization (UNWTO) established the
Indicators for Sustainable Tourism Workshop in China (Bao, 2012). It suggested that
relevant organizations should adopt sustainable practices. Bao’s 2012 study of
Yangshuo, a popular sightseeing and cultural tourism destination in China, highlighted
3
many issues such as: damage to animal life and the environment; an overabundance of
tourists and negative attitudes of local residents towards them; general over-
commercialization (See Figure 1); and the declining perception of local residents that
tourism improves their quality of life (See Figure 2; Bao, 2012).
Figure 1. Over-commercialization of one local street in Yangshuo (Bao, 2012)
Figure 2. Percentages of local residents who think tourism has improved their quality of
life (Bao, 2012)
A review of current research indicates that many studies have focused on hotel
companies (Liu et al., 2014; Song & Zhang, 2014; Targeted News Service, 2016) and
some have examined restaurants (Fabinyi & Liu, 2014). There were comparatively few
4
studies of tourism destinations, particularly cultural tourism destinations. As a result,
more studies on the sustainable development of cultural tourist destinations in China are
needed. Cultural attractions are valuable resources within China, so it is important to
study the sustainable development of cultural tourism for a number of reasons. The
WTO noted that cultural tourism accounts for 37% of global tourism and that the
cultural tourism sector’s growth rate was up by 15% (Solimar International, 2015). It
also recommended that more studies of cultural tourism destinations’ sustainable
development issues in China be conducted. Bao (2012) suggests that the UNWTO
Indicators for Sustainable Tourism Workshop study should be adopted by more tourism
destinations, and urges researchers to explore sustainable development situations in
China.
Given the rapid development of China’s tourism industry, examining the
sustainability issue related to cultural tourism destinations in China was particularly
important. The perspectives of residents, tourism organizations, and governments were
explored and analyzed in previous studies on Chinese tourism issues (Bao, 2012;
Fabinyi & Liu, 2014; Liu et al., 2014; Song & Zhang, 2014; Targeted News Service,
2016) but visitor/tourist perspectives were seldom sought or analyzed. Ballantyne,
Packer, and Sutherland (2011) suggest that analyzing visitors’ experiences and levels of
satisfaction can help organizations and government departments identify existing and
potential issues.
Sustainability-related issues are best explored by collecting and analyzing data
about visitors’ experiences and levels of satisfaction after they have visited cultural
tourism destinations. The findings of such research would be useful to both tourism
organizations and local government departments. The purpose of this research was thus
to analyze sustainability from the perspective of visitors.
5
1.2 Study Area
The research described in this thesis focused on the Jiangnan region, which is
located south of the Yangtze River in China. The Jiangnan region is known for its water
town tours, and there are many lake and pool views similar to those found in large cities
like Shanghai. The rich culture and long history of the Jiangnan region’s ancient towns
have contributed to their becoming some of the most popular tourist destinations in
China (Zhou, 2006). The water towns in the Jiangnan region have a rich cultural history,
which stemmed from the development and prosperity of the Ming and Qing dynasties
(Yan & Hu, 2015). Many houses in this region maintain the style and layout of the late
Qing Dynasty, and many folk arts and customs have been preserved (Yan & Hu, 2015).
Since the late 1990s, tourism within ancient towns has been developing rapidly
(Wang, 2006). In 2001, six towns (Zhouzhuang, Tongli, Luzhi, Wuzhen, Nanxun and
Xitang) in the Jiangnan region were included in the World Cultural Heritage Tentative
List, and the brand of ancient towns and water villages was becoming increasingly well
known. Motivated by the tourism boom in ancient towns, local governments in China
started to develop tourism in these ancient towns on a large scale (Wang, 2006).
However, excessive tourism and commercialization have negatively affected the
sustainability of the tourism industry in ancient towns.
For this research, the ancient town of Wuzhen was selected from the six famous
towns in the Jiangnan region (see Figure 3). Wuzhen is a typical ancient water town in
China that attracts millions of tourists annually. In 2014, the number of visitors reached
6.92 million, the year-on-year growth rate of 21.76%; and the country’s ticket revenues
reached 478 million yuan, the year-on-year growth rate of 28.03% (Tongxiang
Government Information Catalogue, 2014).
6
Figure 3. Map of case study location in Wuzhen in China
Wuzhen was chosen not only because it was representative of the ancient towns in
China, but also because it has undergone substantial construction and development in the
21st century. Reviewing its tourism products and services helped determine whether that
development has incorporated sustainability strategies. Zhu, Dai, and Bao (2004) state
that economic benefit was the key factor driving the commercialization of this specific
ancient town, but that the preservation of natural and cultural resources should also be
considered in the development process (Bao, 2004). A thorough analysis should
demonstrate whether this specific ancient town has been over-commercialized.
Many visitors also identified the authenticity of ancient towns as important aspects
of their visit (Wang, Shi & Chen, 2007). Wuzhen was included in the World Cultural
Heritage Tentative List and was thus given an authenticity rating by that organization.
However, tourists still questioned the authenticity of the town, which had been
influenced by the local tourism organizations’ planning and development (Dogl &
Behnam, 2015). While studying and analyzing the experiences of this town’s tourists,
the issue of authenticity was also addressed.
Financial support from government agencies and other organizations was required
to develop ancient towns in a sustainable manner. Between 1995 and 2003, money from
Wuzhen
7
government funding, income from tourism, private donations, and foreign capital
investments totaled 10 billion yuan (about 1.9 billion CAD). This amount was invested
in protecting ancient towns in Zhouzhuang, as well as in comprehensive remediation and
reparations (Jiang & Su, 2013). The government repaired houses and ancient buildings
that were larger than 50,000 square meters, demolished 2,500 square meters of illegal
construction in ancient towns, and maintained a total of 12,400 square meters of roads in
order to properly maintain the " bridge, river, households" style that characterizes water
towns (Jiang & Su, 2013). It also restored valuable historical and cultural landscapes
(Jiang &Su, 2013). Visitors, local communities, and tourism organizations were all
satisfied that the cultural heritage and the environment were protected over the course of
this development. These details are noted here to demonstrate that sustainable
development management in ancient towns in China required many resources and much
support.
1.3 Research Objectives
The aim of this research project was to explore visitors’ perceptions of various
aspects of the ancient town of Wuzhen and evaluate sustainability issues in China’s
cultural tourism destinations. Its three objectives were to:
⚫ investigate visitors’ levels of satisfaction with their experiences in the ancient town
of Wuzhen;
⚫ analyze the socio-cultural, economic, and environmental aspects of this cultural
tourism destination based on those experiences; and
⚫ evaluate Wuzhen’s prospects for sustainable development.
This research was based on the triple bottom-line framework of sustainability
(Travis, 2011), which balanced the socio-cultural, economic, and environmental benefits
of tourism destinations (Figure 4). This framework was chosen above other models of
sustainability because it has been so widely applied in analyzing empirical data in the
8
field of tourism development (Pomucz & Csete, 2015; Vellecco & Mancino, 2010; Wan
& Li, 2013).
Figure 4. Sustainability framework used in this study
1.4 Suitability to Sustainable Leisure Management
Sustainable leisure management balances economic, social, and environmental
benefits within the consumption of leisure products and the process by which they are
marketed (Travis, 2011). Cultural tourism has become an important form of a leisure
product in China. A growing number of tourists value a cultural experience that differs
from life in their hometown and country, a factor that contributed to a marked increase
in international tourist arrivals over the past ten years (World Bank, 2016). This study
explored the sustainable development of cultural tourism destinations, which was a
crucial aspect of sustainable leisure management. The three measurements utilized were
also key components of sustainable leisure management. This study thus fits well with
current literature within the field of sustainable leisure management.
9
1.5 Overview of Thesis Components
This thesis consists of five parts, the first of which is presented above in the
description of the study’s research context and objective. The literature review then
outlines the study’s theoretical foundation by delineating existing theories about the
concepts of experiential tourism, cultural tourism, visitor experience and satisfaction,
and the sustainable development of tourism destinations. The third chapter details the
methods employed. Findings from the data analysis are explained in the fourth chapter.
Finally, those findings are linked to the triple bottom-line theoretical framework and
practical applications are summarized. Some future research directions are also
suggested.
10
CHAPTER 2
2. Literature Review
Four key concepts are introduced in this chapter: experiential tourism,
visitor/tourist experience, sustainable development of tourism destinations, and customer
knowledge. In the discussion of experiential tourism, the topic was narrowed to cultural
tourism, while the analysis of visitor/tourist experience was widened to include the
concept of satisfaction. The section on sustainable development addressed three
dimensions: economic, socio-cultural, and environmental. Links between cultural
tourism, visitor experience and satisfaction, and sustainable development of tourist
destinations were also outlined, and empirical studies, specifically related to the cultural
tourism destinations of ancient towns in China, was discussed. The last concept,
customer knowledge, was presented to demonstrate that a collection of experiences from
customers helps organizations to achieve the goal of sustainably developing tourist
destinations.
2.1 Experiential Tourism
This section defines experiential tourism and cultural tourism and maps the
embedded features of these terms within the context of ancient towns. In this study, the
analysis and discussion of Wuzhen is based on theories of experiential tourism.
Customer satisfaction and perception are both related to tourists’ experiences in ancient
towns.
2.1.1 Definition of Experiential Tourism
Stamboulis and Skayannis (2003) define experiential tourism as a mode of travel,
which was previously designed and organized. Visitors needed to invest time and effort
to participate in this type of tourism. Experiential tourism adds significant value to
11
tourists’ experiences as it offers participants emotional, psychological, and physical
benefits. From a psychological standpoint, individuals hope to achieve goals, and they
seek recognition from others when they succeed. As a result, they can achieve a sense of
pride, pleasure, and satisfaction. Within the context of tourism, experiential activities can
provide individuals with opportunities to explore, demonstrate, and understand
themselves. Therefore, people see visiting these destinations as a type of success, and
experience pleasure and satisfaction for meeting a tourist goal (Li & Li, 2006). Curtin
(2005) explains that when people participate in experiential activities, they might re-
think their previous assumptions about the relationship between human beings and
nature. For instance, people can walk in wildlife areas and observe how animals live.
This experience can make them contemplate the importance of biodiversity, and attend
to the relationship between human beings and nature. Smith (2005) defines experiential
tourism in a more specific way claiming that experiential tourism is related to an
experience economy: developers now provide experiences as products within tourism
rather than simply providing services. As a personalized and differentiated form of
tourism, experiential tourism encourages visitors to participate in tourism activities and
enables them to participate in local culture (Smith, 2005). Having a memorable
experience is a goal pursued by both tourists and developers. Within this framework,
tourists pay for their experiences, while developers offer special experience products to
visitors to get them involved in the local community and culture (Smith, 2005).
Yan and Hu (2015) note that many tourism developers have tried to design more
experiential products for tourists to enhance the number and quality of memorable
experiences within a single trip or vacation. Wu and Zhang (2003) stated that
experiential tourism encompassed entertainment, education, and esthetic appreciation
and that tourist thereby experienced both physical and mental stimulation in addition to
gaining unforgettable memories.
Based on these definitions of experiential tourism, it is clear that this concept
12
differs from the traditional tourism model, which focuses on all the tourism products
sold by individual operators and companies, such as food, souvenirs, and
accommodation (Li, 2007). By generating strong emotional and psychological links
between visitors and their destinations, experiential tourism has become increasingly
popular (Yan & Hu, 2015). Tourists choose to travel to other cities and countries because
they want to have a unique, unforgettable tourist experience. Such experiences are the
most important aspect of their vacation (Li &Sun, 2009). As the object of tourism
resources, experiential tourism is a relatively simple product, which has enormous social
significance. This type of tourism uses fewer resources and has a smaller environmental
impact than traditional models (Tang &Wang, 2009). For instance, a meal flavored with
local spices is relatively inexpensive and sustainably produced, but can arouse a
powerful emotional response in tourists.
Yan and Hu (2015) suggest that tourism organizations should design their products
and services comprehensively, so that visitors can conveniently reach destinations, enjoy
their time there, and form long lasting memories of their travels. Beyond memories, a
better outcome is that visitors develop a more comprehensive perception of their
destinations on both a physical and spiritual level (Yan & Hu, 2015).
Experiential tourism products emphasize the bigger-picture experience on a whole
and the tourists’ participation in it (Li, 2007). Many tourist organizations in famous
destinations implement themed events every year to attract international tourists, such as
country music festivals and country-style cuisine festivals. The farming element, for
example, provides tourists with an emotional experience. A cultural event is an example
of an event that a tourist might experience; therefore, one form of experiential tourism is
cultural experiential tourism (Li, 2007).
13
2.1.2 Cultural Tourism
Cultural tourism is similar to general experiential tourism (Raj, Griffin, Morpeth &
C.A.B.I, 2013). Its focus is to give tourists a special experience by emphasizing culture-
related phenomena (Raj et al., 2013). Culture refers to the accumulation of knowledge,
experience, beliefs, values, attitudes, religion, material objects, property and so on that
were generated by previous generations of a group of people (Csapo, 2012). In the
context of tourism, culture is defined as the totality of physical and intellectual products
that human beings created throughout history. It can be expressed in language, literature,
art, buildings, food, and clothing, among other forms (Tomaselli, 2012) and is closely
related to the people’s livelihoods (Fan & Jia, 2007).
Intangible cultural heritage refers to various forms of traditional culture that are
inherited by people of all nationalities and are closely related to the community
residents’ life. Oral folk literature, folk-custom performances, etiquette, festivals, and
traditional artisanship are some of the forms it can take (Ding, 2009).
Hall and Lew (2009) define a tourism resource as “that component of the
environment (physical or social) which either attracts the tourist and/or provides the
infrastructure necessary for the tourist experience” (2009, p. 35). Cultural tourism
products are those that can be offered to tourists to help them explore local culture and
participate in tourist activities to meet their cultural needs. According to Richards and
Munster (2010), a cultural tourism product can be defined as a composition of the core
product (e.g. monuments, cultural events, and local culture) and particular related
cultural tourist services (e.g. information, education, general tourist facilities,
transportation infrastructure). Hall and Lew (2009) define a cultural resource as any
cultural substance that make a positive contribution to cultural tourism. It can be
tangible or intangible and within a country, region, or area. Cultural tourism resources
include cultural or natural factors that can motivate visitors to participate in cultural
tourism and satisfy their cultural needs (Gan & Ma, 2000). These explanations are
14
integrated with the definition of experiential tourism in this research. Culture experience
is one special experience people may have.
A cultural tourism resource has several features, which vary according to the
uniqueness of a cultural destination. Ivanovic (2008) presents these as “cultural
resources available within defined geographic areas that form a broad cultural base for
tourism development” (p. 111). Different regions have distinct cultures and
environments, and diverse cultural resources are formed within unique regional cultural
settings in different regions. Further, they are conducive to tourism development.
Ivanovic (2008) also claims that “cultural resources exemplify the sense of a place,
which is different for every destination as each destination is the product of a different
cultural process” (p. 111).
Cultural tourism resources are largely human inventions and often evolve over
thousands of years. Mobility is a feature of cultural tourism resources, as is uniqueness
(Chen, 2011). Different dynasties and countries have different levels of productivity.
Culture has a significant influence on the cultural carriers such as buildings or parks
created in a particular period (Chen, 2011).
Liu (2011) states that cultural tourism evolved in the tourism industry. The old
cultural tourism model offered tourists a hurried and cursory glance at as many scenic
features as possible. This traditional model no longer meets the psychological needs of
modern visitors. Liu (2011) further explains that modern visitors come from a fast-paced
living and working environment and seek relaxation in leisure tourism. Modern tourists
want to experience a different pace of life as they participate in cultural tourism.
Cultural experiential tourism in the modern tourism industry combines many
products. It includes sightseeing of buildings and important historical sites, participating
in cultural events and local residents’ daily lives, playing local residents’ roles, and many
other activities that help tourists imagine and enjoy the lifestyles of people from
previous eras (Liu, 2011). Ancient towns, which are representative forms of cultural
15
tourism and the object of this study, are an important facet of Chinese cultural tourism,
and are thus introduced below.
2.1.3 Ancient Towns — A Special Form of Cultural Tourism
As former economic and cultural centers, ancient towns are meaningful
representations of human history and human civilization (Gong & Deng, 2011). They
bear the material and spiritual cultural production of the people who live in the region
(Lin, 2005).
Many countries have rich histories and enough cultural resources to attract
international tourists (Raj et al., 2013), but China has a particularly important group of
ancient towns because China was one of the four great ancient civilizations in the world
(Gong & Deng, 2011). In recent years, ancient Chinese towns with abundant historical
and cultural resources have become more developed for tourism (Gong & Deng, 2011).
Consequently, a higher number of international tourists visit these towns every year to
experience Chinese culture and its rich historical heritage. Ancient towns offer one form
of cultural tourism, and many ancient towns in China have been developed with this goal
in mind (Li & Sun, 2009).
Historical buildings are an important element of ancient towns; they provoke a
sense of wonder and make visitors want to know more about related cultural products
(Feilden, 2007). Because of increased tourist traffic, it is now essential to implement
conservation plans to maintain the integrity and character of these cities. Feilden (2007)
states: “Conservation is the action taken to prevent decay and manage change
dynamically” (2007, p. 3). The conservation of historical buildings prolongs “the life of
our cultural and natural heritage, the object being to present to those who use and look at
historical buildings with wonder the artistic and human message that such buildings
possess” (Feilden, 2007, p. 3). The historical buildings of ancient towns embody rich
visible and invisible cultural heritage owing to their long history and lush culture. They
16
also combine local and exotic cultures (Ding, 2009).
2.1.4 Experiential Cultural Tourism in Ancient Towns
Modern visitors have complex expectations of their cultural tourism experiences.
Not only do they want to see cultural sites such as historical buildings, but also to
experience aspects of local cultural life (Liu, 2011). Visitors increasingly desire real
connections with local residents as well as to experience a localized sense of place (Li,
2007). Li and Sun (2009) state that cultural tourism in ancient towns in China has
evolved into experiential cultural tourism. Designers of these destinations have created
experiential products and services that enable visitors to become immersed in the lives
of local residents. Wearing the same type of clothing as the locals wear was one example
(Li & Sun, 2009). Yan and Hu (2015) state that a cultural experience in ancient towns is
quite different from the lives of modern visitors in their hometowns, which has a
significant psychological impact on visitors.
Pine and Gilmore (2011) divide the products and services offered within ancient
towns into four types: entertaining, educational, escapist, and esthetic. Each category is
defined below.
Experiential tourism products in China focused on entertainment include many
leisure activities such as fruit picking, traditional food tasting, pond fishing, and boating
along the river. Local materials and technologies are utilized in these activities in ancient
towns (You, 2013). Today, there are many theme parks for visitors to play traditional
games. Parents bring their kids to play; there are child-centered rides, games, and
adventure games that appeal to youths. These are examples of entertainment-style
experiential tourism products (Wu, Li & Li, 2018).
Educational tourism products refer to ecological scientific research tourism, which
is developed with the rich ecological resources of ancient towns to help visitors acquire
new knowledge (You, 2013). Funk, Toohey, and Bruun (2007) explain that culture is
17
different across many areas and counties. Tourists can learn about these various cultures,
as well as histories, thanks to educational tourism products. Many tourists are interested
in such education tourism products. They like to participate in local cultural activities
and events to learn about different cultures.
Escapist experiential tourism products allow visitors to experience ancient cultures
or living environments as an escape from modern life. For instance, tourists can choose
to live in a farmer’s home and learn about the culture of ancient towns by participating
in a variety of local activities. These activities are quite different from current pastimes
(You, 2013), therefore enabling city residents to escape from their usual surroundings.
People in modern societies are faced with work pressures, trifles in daily life, and
complex interpersonal communication (Song & Sun, 2006). Because of these stresses,
they have little time for self-reflection to evaluate their own feelings and desires.
Therefore, many tourists long to shed their typical roles and dissociate from their daily
stressors. They strive for a sense of tranquility and warmth in a beautiful and relaxed
tourism environment. They exploit the potential of exciting tourism; they get a great deal
of satisfaction through constantly challenging themselves and surpassing goals and
experience feelings of comfort, pleasure, and selflessness (Song & Sun, 2006). For
example, offering the experience of an idyllic life in a rural area provides tourists with
an opportunity to relax in nature, and to find reprieve from the bustling city life (Song &
Sun, 2006). Shows (2012) finds the escapist experiences within the tourism markets to
be quite effective in increasing visitor satisfaction. In his research, he compared four
types of tourism settings and found that visitors expressed a strong desire to escape from
their current lives and to have a relaxing experience as they travel. The more stress
visitors experience in their daily lives, the more useful the escapist experiences will be.
Tourism products that provide esthetic experiences place more emphasis on ancient
towns than the entertaining, educational, or escapist types (You, 2013). Because it is also
intimately connected to the topic of this study, this category is explained in more detail
18
as follows.
Esthetic experience tourism can be divided into three broad categories. The first is
reminiscent tourism, where people living in cities travel to more relaxing living spaces
to seek experiences and memories reminiscent of the simple, slower-paced, country life
(You, 2013). The second is the scenic sightseeing tour in which ancient architecture and
traditional building patterns, as well as the integrated natural environment. The third
category is the art appreciation tour. These themed entertainment programs are derived
from the cultural characteristics of ancient towns, such as the entertainment programs of
the small on-water stage in the ancient town of Xitang (You, 2013).
Tourists in the 21st century choose cultural tourism in ancient towns because they
appreciated rural nature and ancient history. By experiencing the landscape and
provincialism in ancient towns, visitors can realize their dreams of returning to a state
before modern industrialization (Yan, Kang, Wang & Han, 2013). This is an important
aspect of the Chinese tourism industry.
2.1.5 Authenticity
Although cultural experience is the core tourism product sold in ancient towns, You
(2013) claims that visitors are still modern people who required convenience and high-
quality service, and suggested that the products and services in ancient towns should be
developed to meet the needs of modern visitors (You, 2013). As a result, cultural and
historical heritage should be balanced with modern design. Obtaining this balance
between historical authenticity and modern convenience presents a significant challenge.
Yu (2008) argues that experiential cultural tourism in ancient towns should be more
focused on traditional culture rather than modernization and tourism developers should
control these commercial activities within ancient towns. In contrast, Wu and Zhang
(2003) support innovation in the design of experiential carriers within ancient towns, and
suggest that tourism developers should be more visitor-oriented. Tourism developers
19
should analyze the demand of visitors and create more experiential benefits for them by
adding additional facilities, souvenirs, and sensory stimulations to ancient towns. Wu
and Zhang (2003) support the addition of new elements that mix cultural heritage with
modernization.
While stakeholders disagree on the best way to develop ancient towns, researchers
agree that authenticity is an important factor that influences the quality of ancient towns,
and the experience of visitors in the experiential cultural tourism process (Li & Zhang,
2007). Yu (2008) states that international tourists fly a long way to experience cultural
tourism and expect to see real customs, traditions, and rituals in ancient towns. Some
argue that the fact that many famous Chinese ancient towns display authenticity has
increased their popularity (Lv & Huang, 2012). However, as Lv and Huang (2012)
report, modernization and commercialization in many ancient towns in China has
compromised their authenticity.
McKercher, McKercher, and Du Cros (2002) do not explore the issue of
authenticity or modernization; rather, they emphasize visitor participation and argue that
one of the most important aspects of experiential cultural tourism is to involve visitors in
cultural experiences. Developers can design events and processes to motivate visitors to
participate in local cultural activities. This approach is proven effective in many cultural
tourism destinations (McKercher et al., 2002). Liu (2011) also claims that many
developers of Chinese ancient towns understand the importance of visitor participation
and have designed activities to motivate visitors to take part in local customs, festivals,
and cultural events. Further, McKercher et al. (2002) state that visitor participation in
local cultural activities can increase their level of satisfaction and enhance their
memories.
2.2 Visitor Experience and Satisfaction
This section focuses on visitors. Many theories and studies demonstrate that visitors
20
are important in any analysis of the tourism industry. Their experiences and satisfaction
levels directly influence their post-experience behavior, in particular, whether they
recommend a certain site or excursion to others.
2.2.1 Visitor Experience and Satisfaction
Visitors are the customers of tourism organizations and destinations. Their
behaviour is an important aspect that is studied by marketing experts and managers of
tourism organizations and destinations alike (De Rojas & Camerero, 2008). From the
perspective of visitors, experience in the tourism process is the combination of what they
see, hear, feel and think. Visitor experiences include various features such as leisure,
culture, education, and social interaction (Gilmore & Rentschler, 2002).
Visitor satisfaction is the positive emotional feeling visitors have both during and
after their travels. A high level of visitor satisfaction indicates that the tourism products
and services met the visitors’ needs and expectations (Taplin, 2013). Before visitors
arrive at a tourist destination, they have certain expectations such as the service quality,
the entertainment facilities, and the environment. For instance, they would expect the
service employees to treat them patiently and politely. They expect a clean and
convenient environment, as well as clear signage in streets to direct them to areas of
interest. Visitors have these expectations before they arrive at a destination, and after
their visit, they compare their experience with their expectations. If the perceived
tourism products and services were equal to or higher than their expectations, they feel
satisfied; if they were lower, they feel dissatisfied (Alegre & Garau, 2010).
Zauner, Koller and Hatak (2015) advise marketing managers to design products and
services with the customers’ perspectives in mind rather than that of suppliers. The same
holds true in the tourism sector; tourism developers should design products and services
that satisfy visitors rather than suppliers (Jin, Lee & Lee, 2015). Developers should
study what products and services the visitors value, and then offer the desired ones (Jin
21
et al., 2015). The more benefits customers have during their travels, the more
satisfaction they feel (Jin et al., 2015). Here, the benefits might include time spent with
family members or the various health benefits that stem from spending several weeks in
a new environment. The needs of visitors are different, however, and developers can
identify the major needs of their target customers, and then market specific products to
those customers.
Visitor experience and satisfaction have been receiving more attention from
scholars, who have found that high quality experiences and high levels of visitor
satisfaction can prompt previous visitors to recommend tourism destinations to more
potential tourists, thus attracting more visitors (Goulding, 2000; Lee, Yoon & Lee, 2007;
Sim & Lee, 2013). Wei and Pan (2012) state that the sharing a visitor’s experience with
others (via face-to-face, mobile phone, internet blogs, or various forms of social media)
is an effective barometer of the visitor’s personal feelings throughout their trip. The
experiences relayed by visitors can indicate their travelling needs and purpose, the
nature of their interactions with local tourism organizations and residents, the views they
found scenic in the area, and their feelings following tour activities (Wei & Pan, 2012).
By reviewing visitor experiences that they shared on the internet, researchers found that
visitors sometimes supply many details about their travel experience and emotions
(satisfaction or dissatisfaction) (Tse & Zhang, 2013). Some of these details include
specific aspects of tourism such as servers, other tourists, and local residents. Tourists
also sometimes referred to tangible resources such as facilities, landscapes, buildings,
food, and hotels, as well as intangible resources such as local culture, cultural heritage,
service, knowledge, and spiritual advances (Tse & Zhang, 2013). Studying visitor
experience is therefore valuable for both tourism developers and designers and for
academic researchers (Tse & Zhang, 2013).
In light of the above findings, this study was based on the principle that by
reviewing the experiences shared by visitors, one could derive findings that were
22
valuable to tourism developers and designers.
2.2.2 Visitor Needs in Cultural Tourism
In order to offer high-quality experiences to visitors and increase visitor
satisfaction, tourism developers and designers should understand the needs of tourists
within cultural tourism (De Rojas & Camarero, 2008). Zhang (2002) states that tourists
choose to visit cultural tourism destinations because they want to learn something new
and broaden their horizons, and because they find learning about different cultures
enjoyable. Visitors are generally interested in learning about the customs that
characterize the place they are visiting, and might enjoy visiting museums and engage
locals in conversation to learn about their way of life. Anthropologists of tourism have
identified this group as “tourists of ethnography” (Zhang, 2002). This tourist group
supplemented their activities with participating in local life in order to understand the
local culture (Zhang, 2002). The motivation to learn about new cultures differs among
tourists. Plenty of visitors choose the educational means as well as interacting with the
local culture.
The behavioural features and needs of modern tourists were described using three
terms, namely personalization, participation, and cultural experience (Wang & Dong,
2008). Most importantly, modern tourists demand greater personalization. There are
many tourism products to choose from, and the competition among tourism
organizations is fierce. This results in an increased demand for personalized products
and services (Wang & Dong, 2008). Secondly, modern tourists desire to participate and
be more involved in tourism practices and events than ever before. They are no longer
passive spectators; instead, they are participants of tourism products and services (Wang
& Dong, 2008). Finally, the demand for cultural experiences has strengthened among
modern tourists. They want to experience a life different from their usual daily grind,
and cultural experiences meet this need (Wang & Dong, 2008).
23
According to Lord Cultural Resources (2009), cultural experiences have become
the motivating factor for modern visitors to travel. The WTO (2004) also agrees that
modern tourists have strong cultural needs. They are highly interested in participating in
cultural tours and joining cultural festivals and events (McKercher et al., 2002). By
participating in a cultural tour, visitors learn about a cultural fabric, or character, that is
different from their own. This expands their worldview and increases their knowledge
and insight (McKercher et al., 2002). Zhang (2002) also agrees that cultural tourism
expands visitors’ knowledge, educates visitors about history, and broadens their
horizons. People have become very interested in cultural tourism trips today.
Ren (2009) argues that not all the visitors who participate in cultural tourism want
education and new history knowledge. Some might simply seek a trip in a culturally
different destination with diverse visitors. This aspect of travel indicates that one basic
requirement of cultural tourism might be to generate happiness, rather than learning
and/or education. Liu (2011) states that cultural events within the parameters of cultural
tourism destinations that bring many people together might fill an inherent social need.
Through participating in these activities, visitors can communicate with others with
similar interests, an experience which is valued by many visitors. Zhang (2002) also
found that some tourists enjoyed trying “exotic” foods and participating in fun cultural
events, thus supporting Ren’s 2009 contention that there is a market for happy
experiences.
Visitors approach cultural tourism with varied needs. Due to this variety, the levels
of visitor experience and satisfaction within the same ancient town in China can differ
(Alegre & Garau, 2010). The following discussion illustrates this concept.
2.2.3 Visitor Experience and Satisfaction in Chinese Ancient Towns
Sightseeing-oriented ancient town tourism is no longer as appealing to tourists as it
24
once was, and modern tourists’ experiences have become increasingly complex (Yan &
Hu, 2015). Experience-oriented ancient town tourism is attracting more tourists that are
modern because these destinations generate deeper and stronger psychological
impressions (Yan & Hu, 2015). Existing empirical studies indicate that visitors to
ancient towns consider these factors as impactful on their experiential quality.
2.2.3.1 Themes of Ancient Chinese Towns
Most visitors are interested in and motivated by the themes of these Chinese ancient
towns (Liang, 2018). Each ancient town has its own unique features that embody a
cultural heritage rich in history. These features are key selling points for most visitors.
Looking at the case study of world-heritage tourism development in the ancient towns of
Xidihongcun, Zhang and Dong (2006) point out that a clear theme that describes a
destination and the visitor’s expectations of the trip profoundly impress the visitor. For
example, the features of ancient water towns are known to be very attractive to tourists
and, because of this, the tourism theme of Zhouzhuang became “China’s first water
village” (Zhang & Dong, 2006). Zhouzhuang received more than 2.6 million tourists in
2004 (Zhang & Dong, 2006). Huanglongxi is another ancient town in China that has a
clear, well-chosen theme. Huanglongxi’s theme is “appreciating water in Huanglong
Valley connecting ancient Shu” and has attracted thousands of visitors to this ancient
town (Get News, 2016). Much research supports the notion that generating a distinctive
theme enhances visitors’ experience of and satisfaction with these ancient towns.
2.2.3.2 Authenticity
Authenticity serves as one of the important criteria of cultural tourism measurement
(Poria, Butler & Airey, 2003). The main value of a heritage site lies in its accurate
representation of past cultural traditions and scenes (Poria et al., 2003). Richards (2009)
found that tourists appreciated visiting places that displayed local and authentic culture.
25
Along with the development of modern forms of tourism and changes in consumption
patterns, visitors prefer to enjoy an authentic experience that gives them a greater sense
of self-worth (Richards, 2009). The ancient water towns in China’s Jiangnan are good
examples. Jiangnan culture is a unique form of Chinese culture, and Jiangnan water
towns are the most direct purveyors of the charming Jiangnan culture (Ruan & Yuan,
2008). Ancient water towns in Jiangnan record the area’s cultural and spatial
characteristics with more integrity, regional specificity, and diversity than most, and
those characteristics that were created by the older generations will be carried forward
and further developed from generation to generation (Ruan & Yuan, 2008). These
ancient towns’ widely acknowledged authenticity attracts thousands of visitors per year
(Ruan & Yuan, 2008), and such examples demonstrate how authenticity affects a
visitor’s experience of and satisfaction with ancient towns.
Further, as Wong (2015) notes, cultural tourism visitors have different cultural
needs. For those with high cultural needs, the perception of authenticity greatly enhances
their experience. Those with lower cultural needs are less impacted by authenticity. Dai
(2012) argues that many visitors travel to historical and ancient towns because they have
strong cultural motivations. Lynch, Duinker, Sheehan, and Chute (2010) also support
this viewpoint. Because authenticity is one of the key factors influencing visitor
satisfaction, it is important for these towns to enhance their cultural authenticity.
2.2.3.3 Learning and Education
Acquiring knowledge about history and culture is one of the main needs of people
visiting ancient towns. The extent to which cultural tourism destinations meet this need
also influences visitor satisfaction. Tourists can gain a lot of historical knowledge from
visiting ancient houses, temples, archways, and other buildings (Zhang & Dong, 2006).
These are the material manifestations of ancient culture and historical events, and they
interest a large number of cultural tourists (Zhang & Dong, 2006). Lynch et al. (2010)
26
illustrates a relationship between tourist satisfaction and the acquisition of new
knowledge in the tourism process. They claim that satisfied visitors in cultural tourism
destinations in Canada often refer to the acquisition of new knowledge about the local
culture (Lynch et al., 2010). Local Canadian destinations effectively address the
educational needs of tourists through storytelling and rich presentations (Lynch et al.,
2010). Learning history and gaining cultural knowledge allows tourists to enjoy the
cultural tourism experience and increase their levels of satisfaction.
Zhang and Dong’s 2006 findings indicate that the same rule applies to ancient
Chinese towns, noting that the guidance and education provided by tour guides and local
residents in ancient Chinese towns significantly increases visitors’ understanding of
history and culture and thus positively influences their experience and satisfaction
levels. Highly satisfied visitors in ancient towns are those who have effectively
expanded their knowledge of the local history and culture (Zhang & Dong, 2006).
Visitor satisfaction in ancient towns is thus increased when greater opportunities for
learning and education are available.
2.2.3.4 Service Quality, Convenience, Comfort, and Safety
Pedersen (2002) states that while modern visitors to cultural tourism destinations
demand a unique cultural experience, they also expect the same high-quality service they
are accustomed to at home. Therefore, the quality of the facilities, guidance,
transportation, restaurants, and accommodations also influences visitors’ satisfaction
with a cultural tourism destination. In ancient towns, managers should maintain the
cultural heritage but also ensure the convenience of services, and the comfort and safety
of visitors. These factors are no longer higher-level visitors’ needs, but basic ones
(Orbasli, 2000).
27
2.3 Sustainable Development of Tourism Destinations
Sustainable development of tourism destinations is the focus of this section. In this
part, sustainable development issues in general tourism destinations are introduced, and
then those specific to ancient towns are discussed. The existing or potential issues
identified by scholars and researchers are presented below. These possible issues will be
discussed in relation to the town of Wuzhen in the discussion section.
2.3.1 Tourism Sustainable Development
Sustainable development is increasingly emphasized by governments and by the
WTO (Austrian National Tourist Office, 2012). Sustainable development in tourism is
defined as a strategy used to keep a suitable balance between socio-cultural, economic,
and environmental dimensions in order to attain long-term sustainability in tourism
development (Austrian National Tourist Office, 2012). The indicators that reveal the
level of sustainability of a tourism destination are divided into three aspects, as noted by
the Austrian National Tourist Office: socio-cultural, economic, and environmental
(Torres-Delgado & Saarinen, 2014). Ancient town tourism attracts a great number of
tourists with abundant historical resources and background. Income generated from this
sector boosts local economic development and produces more revenue for local
construction and development (Zhong, 2015). Moreover, the revenue generated by
development within tourism also funds environmental renewal and protection. For
example, Zhong’s 2015 study of the ancient town of Xitang found that river regulation
and sewage collection have been well planned and executed in Xitang, As a result, the
local environment has greatly improved. From the perspective of socio-cultural impacts,
local residents have opportunities to learn different culture and progressive ideas from
tourists (Xing & Wang, 2006). Despite these advantages, the emergence of ancient town
tourism also has negative side effects. The pace of putting protections in place lags in
comparison to the rate of devastation, leading to continuous deterioration of the
28
ecological environment. A variety of wildlife is currently under threat, characteristic
cultures of ethnic minorities are faced with assimilation, and many ancient buildings
have been destroyed. In addition, people are unaware of the need to protect ancient
relics, which leads to disorder in construction and renewal projects, which in turn
becomes detrimental to ancient towns. The development and protection of ancient towns
and the sustainable development of ancient towns are interdependent. Tourism
attractions are based on the prerequisite of the protection of an ancient town, without
which the goal of sustainable development cannot be achieved (Zhong, 2015).
2.3.1.1 Socio-cultural Sustainability
To achieve socio-cultural sustainability, the benefits to local residents and
communities from tourism, as well as the satisfaction of visitors, has to be considered in
the tourism development process (Lang, 2012). The training of employees for tourism
organizations is also an important part of sustainability. Employee training improves the
quality of service they provide, and has a positive impact on both employee and
customer satisfaction (Lang, 2012). The previous segment explaining visitor experience
notes that visitors sometimes refer to interactions with local residents and service
employees when recommending destinations and attractions.
Ramos, Stoddart, and Chafe (2016) found that tourism development could bring
social benefits to local residents. They interviewed local residents living in some
destinations and found that these people like to communicate with visitors. Nunkoo and
Ramkissoon (2011) also agree that tourism development can be valuable for local
communities. In order to attract tourists to specific destinations, some local facilities are
improved through development. This is beneficial to local communities as they, too, can
enjoy the new facilities.
There are also socio-cultural risks that accompany such development. The
introduction of new cultures into the host culture might conflict with or change the local
29
culture. For instance, in ancient towns in China, people are reluctant to transition to a
modern way of life. If modern companies and facilities enter these destinations, they can
change the lifestyles of people in these towns. People might feel unconformable with, or
even reject, these modern companies. There might also be conflicts between local
communities and modern companies entering ancient towns. Torabi-Farsani, Coelho,
and Costa (2012) found that there is a strong desire among residents to preserve the local
culture, and thus some groups are reluctant to embrace new companies arriving in their
towns. This risk should be mitigated within the development process, and the local
governments need to plan and implement a smooth process and educate the local people
to use modern facilities. They also need to enlighten local people to the benefits of
introducing new cultures into their existing lives (Hammond, 2013).
Besides the above risk, cross-cultural communication and interaction can also
impede development. Tourism companies bring people with different cultural
backgrounds to the same destination, and cultural differences among these groups can
cause conflict. Local culture might be weakened, and artifacts risk being destroyed. This
is another serious problem caused by tourism development (Bakir, Wickens, Boluk &
Avgeli, 2017). In order to reduce this risk, it is necessary to educate tourists to respect
local culture. It is also necessary for tour guides to act as intermediaries between people
from different cultural backgrounds (Hammond, 2013).
In cultural tourism destinations, the preservation and presentation of local culture is
an important part of socio-cultural sustainability. The Austrian National Tourist Office
(2012) recommends that cultural tourism developers consider how best to present
cultural heritage in a way that attracts visitors without significantly distorting it.
However, the destruction of cultural artifacts and historical buildings is sometimes
inevitable. It is difficult to determine whether this trend is socially beneficial or whether
it poses a social problem (Cunliffe, Muhesen, & Lostal, 2016). On one hand, some
historical buildings are not safe, so they should be destroyed or re-constructed to ensure
30
the safety of tourists and locals. On the other hand, cultural heritage is irreplaceable.
Therefore, it is rational to evaluate the safety and cultural values of the old historical
buildings and identify acceptable ways to maintain them.
Social-cultural sustainability is one important aspect of sustainability. Tourism has
both a positive and negative impact on the local population. There are complex cultural
issues in the process of tourism development. Tourism developers must consider the
benefits and potential risks of any project.
2.3.1.2 Economic Sustainability
The concept of economic sustainability refers to there being sufficient market
demand for tourism products and that these products meet the needs and desires of
potential visitors (Austrian National Tourist Office, 2012). If both these conditions are
met, tourism products usually produce economic benefits (Austrian National Tourist
Office, 2012). Profits from tourism can then be reinvested to improve the tourism
products, and to enhance the quality of life of local tourism operators and communities.
If the economic revenues are lower than the operating costs, tourism destinations might
fail (Travis, 2011).
Torre and Scarborough (2016) found that cultural tourism could bring economic
benefits to local areas. The case of regional Victoria in Australia is one example of this
trend. In one case, a local art event became a tourist destination; a greater number of
visitors travelled specifically to participate in this local activity. Cultural tourism thus
increased the event’s revenue in this area (Torre & Scarborough, 2016). Rodrigo (2002)
studied the case of ancient town tourism in Porto and Seguro in Brazil, and referred to
the local residents’ display of traditional culture in the form of commercial
performances, souvenirs, and traditional handicrafts offered for purchase. These
Australian and Brazilian examples demonstrate profitable economic activities in tourist
destinations.
31
Gou and Zhou (2015) also found that tourism activities boost economic growth and
promote investment. When local organizations make significant profits from selling
products and services to visitors, they continue to invest more money to improve these
goods. Such an approach constitutes a sustainable economic process. However, if the
businesses within tourism destinations do not make profits, the product and service
quality might gradually decline due to a lack of financial investment. Visitors then
become dissatisfied and fewer will travel to the area (Travis, 2011).
Bosselmann and Chen (2003) state that tourism destinations and attraction sites
should pay attention to their revenue and profits. If the rate of growth slows down, they
need to consider adding new elements and tourism products to attract more tourists to
the sites. Market orientation is needed within the sustainable development of tourism
because economic benefits are an important factor in determining whether a tourist
destination has been sustainably developed (Bosselmann & Chen, 2003). Aslan (2015)
also claimed that tourism developers should measure the economic growth of various
projects to ensure the economic sustainability of tourism destinations. Tourists’ spending
is influenced by the attractiveness of tourism products and services sold in tourism
destinations (Aslan, 2015). Therefore, tourism developers need to continue to improve
product and service quality to satisfy tourists and prompt them to make purchases as
they travel.
2.3.1.3 Environmental Sustainability
Wu (2013) concludes that tourism resources should be well protected, and that
sustainability should be reflected in the utilization of tourism resources. Numerous
researchers have affirmed that position. For example, The Austrian National Tourist
Office (2012) recommends that natural resources and energy be used “in such a way that
they are able to renew themselves” (p. 2). Peeters and Landré (2011) specifically outline
how all kinds of human activities related to tourism negatively affects the environment.
32
Roe, Hrymark, and Dimanche (2014) state that tourism-related construction, traffic, and
transportation results in increased CO2 emissions, which significantly affects the climate
and pollutes the air. Further, garbage generated by humans can unbalance an ecological
system. Therefore, when tourism developers build tourism products, buildings, and
facilities, they should carefully measure the potential impact of these activities on the
environment and the ecological system (Roe et al., 2014).
Wu (2013) further explained that the environmental capacity of scenic spots, the
carrying capacity of resources, and the size of urban destinations should be considered in
the tourism development and design process. If the number of visitors exceeds a
destination’s capacity, the environment will be damaged and significant pollution will
occur. Ong, Storey, and Minnery (2011) found that the water quality in Boracay beach of
the Philippines has declined due to the large number of visitors to this beach. Although
the study is not about ancient towns, it suggests that environmental degradation is
possible when a large number of tourists visit a particular location. Therefore, when
ancient towns attract numerous tourists, there might be a negative impact on the
environment.
The loss of biodiversity is another important environmental sustainability issue
according to Malik, Shah, and Zaman (2016). When too many tourists visit a destination
in a short period, the ecological system can be disturbed and negatively affect animals,
leading to animal losses and broader imbalances within the ecosystem (Malik et al.,
2016).
Environmental sustainability can be analyzed and evaluated from various
perspectives, as indicated in Figure 5. This research includes the experiences shared by
visitors about these aspects of environmental sustainability.
33
Figure 5. Sustainability framework used in this study
2.3.1.4 Stakeholder Perspective
Dogl and Behnam (2015) introduce another aspect of sustainable development.
Stakeholder theory holds that sustainable development can maximize benefits for all
stakeholders (defined as the individuals and organizations affected or impacted by the
operations specified). Theobald and Zhang (2001) agree that stakeholder theory can be
applied to sustainable tourism development and note that sustainable tourism can be
improved by gathering major stakeholders together for the purposes of communication
and education (Theobald & Zhang, 2001). If one project or program is design and
implemented to provide benefits to all of the stakeholders, then the project/program is
sustainable (Dogl & Behnam, 2015). However, the benefits to stakeholders might be
contradictory with one another, that is, stakeholders might have competing and
contradictory interests that are difficult to balance. In such a situation, under the
principles of sustainability, organizations should try to balance and maximize the
benefits.
Hörisch, Freeman, and Schaltegger (2014) expand upon the connection between
stakeholder theory and sustainability. They claim that managing relationships between
34
stakeholders is an important aspect of sustainability management. If tourism
organizations and governments would like to achieve sustainable development, they
should be clear about the needs of each stakeholder, and ensure that stakeholders have
positive relationships with one another. Positive relationships between stakeholders are
conditions upon which sustainable development depends.
Sustainability has been widely discussed in the tourism industry because this
industry has significant socio-cultural, economic, and environmental impacts, and
relations among stakeholders in the tourism industry are complex. For example, Jeon,
Kang and Desmarais (2016) note that local residents report lower quality of life during
peak tourism periods, when the social relationships between visitors, tourism
organizations, and local communities become stressed. The social benefits of tourism
can decline for local residents during peak tourism times (Jeon et al., 2016). Further,
during those times, the surplus of visitors can increase stress on the environment. While
a surplus of visitors can negatively influence the quality of life within local communities
and on the environment, it can also increase income for local residents (particularly for
direct service providers) and can generate economic benefits for local communities.
Given these factors, peak tourism times may cause more harm than good to
communities. However, the development of cultural tourism resources is generally
thought to be beneficial to local tourism development (Zhang, 2002). Not only can it
generate significant economic benefits, but it can also enhance national pride and
regional popularity, thus attracting more tourists (Zhang, 2002). The colorful ethnic
culture of Yunnan province in China, for example, became an important resource for
developing local tourism (Zhang, 2002).
Garvare and Johansson (2010) remind us that stakeholder theory includes the
individuals and groups like tourists, local residents, tourism industry, and non-
governmental organizations who might be impacted by programs, as well as those who
might have an impact on programs themselves.
35
As this discussion demonstrates, the sustainable development of tourism
destinations should be based on socio-cultural, economic, and environmental benefits.
All are important and necessary features of sustainability (Burns & Sancho, 2003).
2.3.2 Sustainable Development Requirements of Ancient Towns
Culture significantly and deeply influences people’s lives (Ding, 2009). Ancient
towns play an important role in maintaining local customs and cultural heritage within
the process of development. Furthermore, cultural inheritance can accelerate the
development of cultural tourism and drive the local economy, improving the quality of
life within the local community (Ding, 2009). The maintenance of cultural resources is
essential for the sustainable development of tourism within ancient towns, and it
involves protecting the town’s original historical culture (Gong & Deng, 2011).
Yu and Zhou (2008) analyzed ancient town development in Sichuan and proposed
that different types of ancient towns should have corresponding modes of development.
They argue that tourism development in any ancient town should prioritize protecting
the town’s unique folk customs.
2.3.3 Sustainable Development Issues in Ancient Towns
In the context of ancient town tourism, protecting the cultural resources of ancient
towns is actually the same as maintaining folk culture. Additionally, cultural carriers of
folk culture, like traditional architecture, are also prone to deterioration or destruction
over time (Ding, 2009). Thus, the protection of irreplaceable cultural resources is an
important issue. Ding (2009) also argues that the preservation of cultural resources in
ancient towns is essential not only to local tourism development but also for the cultural
sustainability of ancient towns themselves. Cultural preservation is beneficial for
sustainable tourism development in ancient towns in terms of ecological, economic, and
social aspects (Austrian National Tourist Office, 2012; Chen, 2011). However, there are
36
some problems within the current development practices for ancient towns. As
previously discussed, over-commercialization is one of these issues. In order to ensure
that visitors experience convenience and receive high quality services, local tourism
developers sometimes upgrade original roads, buildings, and facilities. For instance,
modern tourists demand quality accommodations, so tourism organizations build
modern hotels to meet this need. Some traditional buildings and facilities need to be
destroyed and replaced by modern facilities because they were either not suitable for the
intended purpose, or they did not fit in with the modern style of other new buildings. In
the ancient town of Xizhou in Dali, an ancient building with Bai Nationality
characteristics that dates back to 1920 was converted into a hotel (Ye, 2015). This type
of infrastructure construction does have some positive outcomes. Zeng and Chen (2017)
studied the ancient town of Xinchang in the Pudong area of Shanghai, and they
identified a similar problem. The ancient town was not well protected, so they advocated
for its preservation. Taken together, these studies show that commercialization of ancient
towns changes their esthetic. This is not good for the preservation of these towns’
cultural and historical heritage. Wang et al. (2007) also reported how commercial
prosperity has diluted the original landscapes of ancient towns. According to the results
of his research, most tourists think there are too many shops in ancient towns. This
commercial infrastructure has transformed the original cityscape into stereotypical ones,
without their once unique characteristics. Visitors said that they would no longer visit
these ancient towns (Wang et al., 2007). The decrease in tourism will negatively affect
the economic sustainability of ancient town tourism development. This study also
revealed that commercial prosperity not only obscures the cultural content of ancient
towns, it also dilutes the atmosphere and tourists’ experiences (Wang et al., 2007).
What’s more, the excessive commercialization of ancient towns directly disturbs
residents’ daily lives and disrupts the harmony of the integrated humanistic ecosystem in
towns (Wang et al., 2007). With the promotion of ancient town tourism, a great number
37
of shops become tourist-oriented instead of resident-oriented. Thus, a situation has been
formed where businesses in ancient towns, though prosperous, cannot satisfy the
demands of their residents (Wang et al., 2007). For instance, in Wuzhen, more than half
of the residents think commercialization negatively affects their daily lives.
Over-commercialization is detrimental to ancient towns and their residents for a
number of reasons. Chinese ancient towns play a significant role in authentically
presenting human history and civilization, as well as preserving local culture and
characteristics (Gong & Deng, 2011). Liu (2011) claims that the cultural atmosphere of
some Chinese ancient towns disintegrates because of over-commercialization results in
the town losing its charm. Sustainable development attempts to avoid these patterns. The
ancient town of Xinchang (Zeng and Chen, 2017) is a dramatic example of poorly
planned and unsustainable development. Here, the Shanghai government planned to
develop this ancient town sustainably, but the actual development was poorly planned.
As a result, Xinchang lost its indigenous culture. This is an important reminder that
ancient towns cannot accommodate endless development, and that governments must
control the level of commercialization in these ancient towns. Similarly, Wu (2015)
shows that some governments rent ancient towns to companies for profit, but these
governments do not strictly monitor the behavior of these companies. The result is that
these companies do not protect valuable elements such as “living fossils”, and the towns
suffer serious losses to their cultural heritage as a result.
Sustainable tourism requires a suitable balance between the environmental,
economic, and socio-cultural aspects of tourism development. “It attempts to minimize
its impact on the environment and local culture so that it will be available for future
generations, while contributing to generate income, employment, and the conservation
of local ecosystems” (The Global Development Research Center, 2016, para.1).
Sustainable development requires the maintenance of cultural benefits, while
transformation may diminish those cultural benefits. The examples above show that
38
there are many negative aspects of development in ancient towns, even when sustainable
development guides this process. We can potentially attribute these failures to
governments’ ignorance or to companies putting profits before cultural preservation. It
should be noted, however, that the development of ancient towns would invariably
change them. Positive and negative impacts might occur simultaneously, and
governments and developers should try their best to minimize the negative impacts and
maximize the positive impacts (Garvare & Johansson, 2010).
Moreover, Liu (2011) pointed out that some leaders and administrators of ancient
towns in China lacked an awareness of sustainability. These leaders and administrators
often seek quick success and instant benefits and, consequently, damage the traditional
scenes of ancient towns, which causes a loss of cultural heritage. Abundant historical
and cultural deposits are visible in ancient towns, but the attempt to combine these
cultural deposits with modern tourists’ expectation is challenging (Gong & Deng, 2011).
Along with the development of Chinese ancient towns, various issues such as
modernization and commercialization have led to the loss of authenticity within these
towns, which undermines cultural preservation and sustainability (Lv & Huang, 2012).
Examples of modernization and commercialization include the reconstruction of old
buildings and the addition of too many business activities. Li, Zhang, and Chen (2006)
conducted a case study on the Chinese ancient water towns of Zhouzhuang and Tongli.
According to their investigation, the commercialization of streets and the corresponding
pollution of rivers has had a negative impact on the towns. Lin (2011) also claimed that
the commercialization of ancient towns negatively affects authenticity. Many ancient
towns have significant historical and cultural accumulations, which are compromised
through development. As a result, it is necessary to find a balance between development
and historical conservation in ancient towns. Lu (2001) insisted that protection is crucial,
but he sees no significant conflict between development and historical conservation. In
his view, the maintenance of ancient towns is a precondition for development, and
39
tourism development serves to protect and maintain those ancient towns (Lu, 2001).
2.4 Customer Knowledge
Customer knowledge is defined as a combination of values, insights, and
experiences during the transaction and interaction process between customers and
companies (Sain & Wilde, 2014). Once developers collect customer knowledge, they
can plan the expansion of cultural sites with this in mind. Gebert, Geib, Kolbe, and
Riempp (2002) state that customer knowledge can be classified into three types:
knowledge about customers, knowledge for customers, and knowledge from customers.
Modern companies found that customer knowledge could be used to identify the
weaknesses and strengths of companies’ products and services and to shape solutions to
improve those products and services (Gebert et al., 2002).
In light of that definition, we understand that visitors’ experiences in the tourism
marketplace covers many aspects of tourism destinations in the present study. Visitors’
experiences are the basis of customer knowledge about tourism destinations and local
tourism organizations.
Studies of the tourism marketplace demonstrate that customer knowledge helps
tourism organizations improve their performance. Liao, Chen, and Deng’s 2010 research
illustrates how tourism organizations effectively develop new tourism products by
gathering customer knowledge. They found that the collection of customer perceptions
and opinions of the tourism products and services is valuable data for tourism
organizations to consider when making decisions. Here, customer knowledge refers to
the combination of experience and insight about customers, which is collected and
explored by companies. Fuchs, Höpken, and Lexhagen (2014) use the example of the
tourism development process in Sweden, and show that the collection of tourist
perceptions, experiences, and feelings enable tourism decision-makers to identify the
potential needs of visitors. This can help them design and improve their marketing
40
practices, as well as tourism products and services. Stipanovic, Smoljic, and Primorac
(2014) found that collecting feedback regarding experiences and satisfaction from
customers helps tourism organizations improve the design of current services, generating
more profit.
The sustainability concept suggests that organizations should create three types of
benefits within communities: economic, social, and environmental. Customer knowledge
helps tourism organizations identify sustainability problems and improve their tourism
products and services so that they offer customers more value, contribute to society, and
respect the environment. Curi (2013) notes that environmental protection and respect for
human rights can both be taught. Through collecting tourists’ experiences, local
government can learn the development status and implement responsive education
programs. Tsaur, Yen, and Chen (2010) also claim that collecting travellers’ knowledge
is useful for tourism development. For instance, through collecting customers’
experiences, some tourism organizations found customers are interested in
environmentally friendly materials. Following this finding, a company might decide to
offer environmentally friendly shopping bags. As discussed in the section on visitors’
experiences, tourists share their perceptions about many aspects of the destinations they
visit. These visitors share information about the environment, society, local community,
and entertainment centers, among others. Therefore, there is some evidence that
customer knowledge in the tourism sector can guide tourism organizations to reshape
their projects to make them more sustainable. For example, the Malaysian government
conducted a survey about customer knowledge for one of its projects, and found that
they should better protect the environment, particularly as customers are willing to pay
more money for environmentally friendly products. This example shows the usefulness
of collecting customer knowledge (Afroz, Masud, Akhtar, & Duasa, 2013).
Many factors affect visitor satisfaction, which can be analyzed from four different
perspectives: the theme of the ancient town, authenticity, learning and education, and
41
service quality. A cultural destination’s sustainability can be analyzed from three
aspects: social, economic, and environmental aspects. The theoretical framework used in
this research was designed to incorporate all of these features (Figure 6). Figure 6
presents the core model of this study. It is summarized based on the above literature
review. Visitor experiences in cultural destinations and ancient towns come from many
aspects. In this model, eight aspects are introduced. These aspects are widely discussed
in previous empirical studies. From a theoretical perspective, visitor satisfaction is
related to customer expectations and needs. The theories about visitor satisfaction have
divided this measure into four categories. These four categories can strongly influence
visitors’ satisfaction in cultural destinations and ancient towns. Therefore, these four
aspects are analyzed and discussed in the discussion chapter.
Figure 6. The framework used in the research and the relationship of the four concepts
42
presented in the literature review
The aim of this study is to serve tourism organizations that would like to make
cultural destinations more sustainable. In order to achieve this objective, organizations
must learn about customer knowledge. In order to evaluate the sustainability of the target
destinations, tourism organizations should analyze the three areas impacted by tourism
activities — social, economic, and environmental. Therefore, after collecting customer
knowledge in this study, the researcher will analyze these findings from the three pillars
of sustainability.
2.5 Gaps in the Literature and Summary
Theories addressing experiential tourism, visitor experience, the sustainable
development of tourism destinations, and customer knowledge were introduced above.
However, the metrics of customer experience and opinion are seldom used to analyze a
destination’s sustainability. This study addresses that gap.
Many factors motivate tourists to visit cultural tourism destinations. Based on the
experiences they choose to share with others, conclusions can be drawn about which
issues they consider important. In this chapter, four factors or themes were identified as
being important to visitors in cultural tourism destinations such as ancient towns: the
ancient town’s theme, authenticity, learning and education, and service quality. When
visitors share experiences related to these factors, they sometimes also mention their
interaction with various people in the destination such as local residents and business
operators. Sustainable development theory posits that stakeholder theory can also
support sustainability. Since visitor experience includes various stakeholders, the
analysis of visitor experience reflects many issues.
In fact, current studies show that there are still many issues related to sustainable
development in Chinese ancient towns. It appears to be difficult to balance socio-
cultural, economic, and environmental benefits in ancient towns, particularly as
43
authenticity and commercialization are often discussed in the academic field. However,
few studies have analyzed sustainable development issues using an analysis of visitor
experience. In other words, customer knowledge has not been widely applied to tourism
development in China, despite its obvious value to cultural tourism development
organizations there.
In this research, visitor experience in Chinese ancient towns is analyzed from socio-
cultural, economic, and environmental perspectives; sustainability issues are also
identified. Suggestions are offered for ways to improve the sustainability level of
cultural tourism destinations in China. The next chapter outlines the research methods
used.
44
CHAPTER 3
3. Methodology
This chapter describes the research design, the research methodology, the sampling
strategy, the data collection process, the ethical considerations, and possible
improvements that might be made to the research design. By examining visitors’
perceptions of Wuzhen through their online reviews, the researcher explored visitors’
perceptions of sustainability issues in Wuzhen. The research methodology used was
content analysis, which “was used in order to analyse comments” with thematic word
counts (Strijbos, Martens, & Prins, 2006, p. 2). Due to the variety of travellers’ reviews
on TripAdvisor.com addressing different issues from different perspectives, content
analysis was the most effective way to analyze this data to discover underlying
information — particularly issues related to sustainability.
3.1 Research Design
The research method used in this thesis was content analysis — a methodology that
not only allowed the researcher analyze the text, but also to discern patterns of
expressions in reviews, the frequency of those expressions, as well as the structure and
discourses of communication. Content analysis has often been used to investigate
customer behavior and, ultimately, to enhance researchers’ understanding of the travel
experience. Berg (2009) argues that content analysis should be used to discern patterns
and theses, and Kolbe and Burnett (1991) outline that content analysis is an
observational research method designed to examine the symbolic content of all types of
recorded communications.
In this study, a qualitative content analysis was performed on online travellers’
reviews posted to TripAdvisor.com regarding the Chinese accent town of Wuzhen.
Specifically, traveller’s reviews were analyzed and the frequency of keywords in their
45
reviews were counted. Throughout the process of data collection and analysis, the
research was guided by the six stages of qualitative content analysis (with slight
modifications) delineated by Zhang and Wildemuth’s (2009) design: data preparation,
defining the unit of analysis, incorporating coding and categorization protocols, text
coding, assessing the coding’s consistency, and drawing results and findings from the
coded data.
On the TripAdvisor website, travellers are invited to post ratings and reviews about
specific tourist attractions. The scope of this research was limited to ratings and reviews
related to the Wuzhen water town in China to facilitate the researchers’ comprehension
of travellers’ experiences there to better predict their future intentions (as cited in
Kapilevich, Karvounis, & Zagulova, 2016). The coding process generated the major
keyword frequencies and the unwritten individual stereotypes or ideologies reflected by
those reviewers’ comments. The researcher then compared those results with the local
government of Wuzhen’s documents to understand how effective the 2014 rebuild and
refreshment of the town was.
The data analysis incorporated both qualitative interpretation and quantitative
analysis. According to Graneheim and Lundman (2004), a qualitative content analysis
tells the researcher who said what, by which method, and who/what was being
addressed; the quantitative process of content analysis allowed the researcher to conduct
a frequency count of the major themes in travellers’ reviews.
3.2 Setting and Population
The ancient Chinese town Wuzhen was chosen as the major target site of this study.
As the most famous ancient Chinese water town in China, Wuzhen is one of the most
commonly visited tourist attraction sites in southern China. This town was chosen as the
major research site because it is one of the most famous ancient towns in China and
reflects China’s tourism industry. The second reason is that the researchers visited the
46
town and evaluated the participants’ reviews based on the researcher’s objective
observation. The third reason is a significant reformation and refreshment of the
infrastructure in Wuzhen was accomplished in 2014, intended to enhance visitors’
experiences and meet the requirements of sustainable development. The purpose of this
research was to assess visitors’ perceptions of the various aspects of ancient towns.
The research population includes all the visitors to Wuzhen who posted reviews or
comments on TripAdvisor.com after the 2014 renovation — since which the Wuzhen
government has further enhanced the facilities and buildings to improve the tourist
experience (Wuzhen Government, 2015) — until this research was conducted in 2017.
Xinhua Net (2015) noted that this cultural destination seemed different in 2015. By
taking this specific group of visitors as the research population, the designed research
has the potential to grasp that populations’ ideas about their travelling experiences from
the most commonly used travel website, and to evaluate the effectiveness of this
renovation. Therefore, the website provides the researcher with enough data to discuss
the issue of sustainable development.
3.3 The Source of Data and the Sampling Process
As Kapilevich, Karvounis, and Zagulova suggested in 2016, “In the 21st century
there appeared another possibility to reveal customers' needs and to research their
evaluative judgments, viz. the use of the World Wide Web environment” (p. 2). They
also recognized that there are some websites “where travelers share their impressions,
evaluate tourism destinations and give recommendations” (Kapilevich, Karvounis, &
Zagulova, 2016, p. 1). Since completing a full analysis of every opinion on the website
would be far too time-consuming, the researcher decided to narrow the research
population to those who have visited Wuzhen and posted on TripAdvisor.com.
After defining the context of this research, the researcher adopted the convenience
sampling for this study, since the goal of this study was to determine whether the
47
renovation of Wuzhen was effective in improving the visitors’ travelling experience. It
was decided that conveniently sampled ratings and reviews from TripAdvisor after the
reform was adequate to serve the research purpose, and can reveal the visitors’
experiences accurately and indicate potential problems. As Pyo (2005) argues, using
convenience-sampling methods is preferable because there is no way to pinpoint the
experts’ opinion from the research population. Similarly, for this research, the researcher
could not establish a sampling standard based on the information revealed online.
Therefore, in order to save time while meeting the research goals, the researcher
collected all the ratings and reviews in both English and Chinese after the reform until
the beginning of this research (from January 2015 to August 2017). In total, 234
participants’ reviews and their satisfaction ratings were collected. Among the reviews
sampled, only a small proportion (32.9%) wrote Chinese-language reviews. These
reviews were translated into English verbatim, without any editing. Only Chinese and
English reviews were used for the purpose of identifying travellers’ experiences and
potential areas of improvement, as these reviews provided sufficient research data.
The researcher chose to review travellers’ comments posted on the
TripAdvisor.com website for several reasons. A survey of US travellers conducted by PR
Newswire in 2012 found that more than 75% of travellers liked to share their experience
on social media sites, and TripAdvisor was one of the most popular of these (PR
Newswire, 2012). A large number of visitors from many different countries share their
travelling experiences on this website. According to Jeacle and Carter’s (2011) findings,
TripAdvisor is a generally trustworthy social media platform compared to other online
platforms. TripAdvisor has a powerful operations system to ensure that most of the
published reviews are from authentic patrons of the reviewed hotels or tourist
attractions. In addition, TripAdvisor regularly evaluates the quality of reviews to ensure
reliability. This particular study used TripAdvisor as the only source of research data due
to its reputation for providing authentic ratings and reviews from users. Another major
48
reason for choosing the TripAdvisor website is its popularity among travellers around
the world. The ease of use of the site’s review system is another reason it was selected.
Both positive and negative reviews are easily accessed through the website’s clear and
easy-to-navigate framework. As Downe-Wamboldt (1992) argues, any public negative or
positive reviews made by various types of visitors about their experiences is significant
to the respective companies and to subsequent customers. The ratings and reviews of a
specific attraction can be taken as an effective pool of data that allows researchers and
administrators to evaluate their costumers’ experiences and the effectiveness of certain
measures. The authenticity of online comments can also be guaranteed. As argued by
Amaral, Tiago, and Kavoura (2015), a large proportion of internet users show reliability
in their expressed intention to share their experiences in order to help other visitors make
informed decisions. This indicates that collecting a large number of internet users’
reviews can reduce bias and increase the data’s reliability, and using reviews from one of
the major travelling websites accomplishes that task.
The ratings from visitors from different cultures and backgrounds (ranging from
one for poor service and unsatisfactory experiences to five for excellent service and
experiences) was adopted as the first major research data. It provided the author with the
potential to address the reliability issue that would facilitate a valid result in this study.
Another major part of research data was the reviews form the selected research
participants. These reviews enriched the study with more detailed information to reveal
the visitors’ experience. Photos that were taken by participants and shared on
TripAdvisor were also included as they illustrate the environment and the situations
described by customers, such as cleanliness, the extent of crowding, etc. As such, they
support the participants’ statements in the analysis chapter.
3.4 Data Analysis
According to Isaac and Budryte-Ausiejiene (2015), analyzing visitors’ reviews
49
about some tourism products is an effective way to explore their emotions and
perceptions. Furthermore, Ballantyne et al. (2011) claim that collecting and analyzing
visitors’ reviews helps tourism developers identify the effectiveness of their products
and service designs. This study included participants’ comments shared on TripAdvisor
and collected photos shared by those participants, thus allowing the researcher to
analyze participants’ feelings and perceptions.
The principal issues reflected in the reviews were identified by translating or
transcribing the participants’ reviews and then coding them. Content analysis revealed
these participants’ major viewpoints, experiences, or feelings, and these themes were
then analyzed to identify potential links.
The literature review revealed four visitor experience and satisfaction factors:
atmosphere, authenticity, learning and education, and service quality. The participants’
reviews were evaluated based on these four major themes and the ten codes (authentic
local atmosphere, historical architecture, commercialization and modernization, cost of
hotels and inns, crowdedness, experiential activity, management of the scenic area,
convenience of transportation, revisiting/recommendations, sanitation) outlined regarding
the coding process of the research. The satisfaction levels of these participants were also
counted and analyzed. As discussed in the data analysis section of this research, the goal
of the coding process was to maintain consistency when analyzing the research data. In
order to avoid potential confusion or misunderstanding, the previously mentioned codes
and their definitions for this research are listed in the following table.
50
Table 1. Codes used to categorize the reviews based on the provided definitions
Codes Definitions
Authentic local atmosphere Sense of ancient southern Chinese culture
Historical architecture Local buildings that represent traditional
Chinese architecture
Commercialization and modernization Non-culturally related travelling
experience, especially in purchasing
souvenirs and the convenience of living
Cost of hotels and inns Experience of staying in local hotels and
inns
Crowdedness Number of visitors in the town
Experiential activity Experience of tourist-involved activities
Management of the scenic area Staff-related service and preparation on
the site
Convince of transportation Commuting within and outside the town
Revisiting/ recommendations Level of recommendations to revisit
again in a certain period
Sanitation Environment and the tidiness of the town,
the sites, and the hotels
From the ten codes, the researcher categorized the reviews and then analyzed the
categorized reviews from the social, economic, and environmental perspective of
sustainable development of tourist sites.
The frequency of keywords mentioned by the research participants was also
analyzed. The collected 234 reviews were grouped based on the keywords used by the
research participants. Ryan and Bernard (2003) note that interpreting customers’
interests can be based on the frequency that they use topical words in online comments.
The frequency with which words are used is of much importance to readers, and the
51
frequency of keywords gives researchers information regarding the travellers’ specific
perceptions of a particular site.
Base on the grouped participants’ reviews, the researcher then summarized them in
ten central topics that reflect the complete travelling experience in Wuzhen. Because the
purpose of this research is to evaluate sustainable development in tourism, the
summarized topics were cross-referenced with the framework of sustainability (social,
environmental, and economical) and the number of related topics was reduced to ten.
These included atmosphere, architecture, commercialization and modernization,
transportation, cost, crowdedness, activities, management of the area, revisiting
recommendation, and sanitation. Finally, the ten topics were developed into the ten
codes used in the content analysis.
Since conducting a content analysis study requires a consistent analysis of the text,
the coding process helped to “catalogue key concepts while preserving the context in
which these concepts occur” (Bradley, Curry, & Devers, 2007, p.176). Using the codes,
the researcher designed a codebook to provide consistency in analyzing the reviews. As
Hsieh and Shannon (2005) argue, the most fundamental guidance for a content analysis
method is coding the text from the data and establishing analysis and interpretation
through that coded information. From the resulting coded labels and definitions, the
researcher was able to group the reviews into different categories and then analyze the
principal themes repeated in each category. The researcher then interpreted the reviews
in reference to the key issues of sustainable tourism development in Wuzhen.
After identifying the codes, the researcher used content analysis to analyze the
contents of each review since analyzing only the surface meaning of the participants’
reviews was not sufficient (Saunders, Lewis, & Thornhill, 2015). Further, Kassarjian
(1977) suggested that systematization should be considered in content analysis. The
findings should also have theoretical relevance to the research objectives. To achieve
this objective of evaluating the sustainable development of Wuzhen, the researcher
52
viewed the participants’ reviews as windows illustrating their travelling experience, in
conformance with the customers’ knowledge theory (Liao et al., 2010). The researcher
cross-referenced the travelling experiences with the key elements of sustainable
development and thus evaluated the Wuzhen tourist site.
3.5 Ethical and Validity Considerations
When conducting social research, ethical issues must be considered (Saunders et al.,
2015). Several methods were used to protect the participants in this research. Firstly, the
design and analysis of this research adhered to Vancouver Island University’s code of
ethics. All the collected data are from open-access information on the TripAdvisor
website. The researcher did not have access to the participants’ private registration
information from TripAdvisor. Because there was no direct contact with the participants
and only public information was used, the participants’ consent was not required. The
participants’ right to privacy was also not breached as the researcher did not have access
to their personal information and their TripAdvisor username information was not
included. All the participants whose reviews were included in this research remained
anonymous.
Researchers were also cautioned not to disclose related information or to “take
sides” in their opinions (Creswell, 2014) during the data analysis process. For this
research, taking sides would lead to the researcher having a biased opinion and affecting
the validity of the research. All the researched reviews were objectively transcribed and
analyzed, and related information regarding the travellers sampled was protected.
Several procedures ensured the validity of this research. First, both Chinese and
English reviews were collected to achieve an acceptable level of data triangulation. The
data was crosschecked to determine whether a particular viewpoint mentioned in
reviews in one language was addressed in a review in the other language. Secondly, after
the information was analyzed, the researcher added detailed descriptions to convey the
53
findings, thus adding validity to the research (Creswell, 2014). The researcher provided
all related details of the analyzed travellers’ reviews, including pictures, ratings, and
reviews, to ensure that the research analysis remained truthful to the original data.
3.6 Research Reflexivity
As a Chinese student examining travellers’ experiences of China, it is difficult to be
100% objective. An unconscious admiration for one’s native land could potentially
introduce bias or prompt a researcher to take sides when analyzing reviews, particularly
if the desired answers or expressions were not revealed in the posted reviews. My
perceptions and understanding garnered from previous travelling experiences in
Wuzhen, including preconceptions regarding the tourist site management and other
issues that were researched, could potentially bias this analysis, as well. Finally, the
ideologies of Chinese tourists would likely differ from those of visitors from other
cultures. Most importantly, my studies in the field of sustainable leisure management
provide insight from a professional perspective and add theoretical knowledge to the
research conducted.
Because the issue of tourist attractions’ sustainability has not been thoroughly
researched or properly considered, my graduate study and this thesis research provide
the opportunity to review one ancient Chinese town and offer suggestions for
improvement based on the knowledge acquired during my graduate studies.
54
CHAPTER 4
4. Results
This research collected and analyzed 234 participants’ reviews posted on
TripAdvisor about the ancient town of Wuzhen. This chapter presents the findings of the
analysis of that commentary as well as the participants’ satisfaction levels. Their
TripAdvisor reviews reflect their experiences, perceptions, and satisfaction levels. The
analysis of their reviews and the identification of common threads regarding this
destination also afforded the opportunity to explore aspects of Wuzhen’s sustainable
development.
The triple bottom-line framework of sustainability was used. The first task was to
measure the average satisfaction level of participants. The relative themes under each
aspect of sustainability were then analyzed before the major findings from the
participants’ reviews were summarized. The researcher followed the thematic analysis
method and tried to reduce personal bias. The reviews of 234 participants were analyzed
individually and their keywords and key points were identified.
4.1 Participants Profiles
TripAdvisor assigns different levels to its users based on the extent of their
involvement and the number of years spent on the website. Higher levels directly reflect
how long they have used TripAdvisor and the number and extent of the reviews they
provide. Most of the reviews used in this study were submitted by TripAdvisor’s higher-
level participants, those defined as having used TripAdvisor for more than five years. As
experienced participants, the reviewers offered this research more value since those
reviewers would unconsciously make comparisons to other similar sites as they provided
ratings. Figure 7 shows the relative share of each group accorded different levels on the
TripAdvisor website. The majority of participants (74%) fell within the top three
55
TripAdvisor categories, which means most of them have been engaged with TripAdvisor
for more than four years. This reflects a high degree of reliability. Below, in the citations
of the reviews left on the site by these participants, information regarding the
participants is displayed based on their TripAdvisor name and levels, age range, gender
identity, and country of origin.
Figure 7. Experience level of this study’s TripAdvisor participants
Table 2 shows that 25.4% of the participants had been members of TripAdvisor
since 2015, 18.1% since 2016, and nearly 10% since 2014. The findings of those who
have been engaged with TripAdvisor for more than four years were integrated for the
purposes of this research, as the viewpoints of these participants were considered most
useful.
3%7%
16%
22%
17%
35%Level 1
Level 2
Level 3
Level 4
Level 5
Level 6
56
Table 2. Year in which participants became members of TripAdvisor
Year of Enrolment Portion of Sample (%)
2003 0.4
2004 0.9
2005 1.7
2006 1.3
2007 4.7
2008 3.9
2009 4.3
2010 2.6
2011 7.8
2012 6.9
2013 6.0
2014 9.9
2015 25.4
2016 18.1
2017 6.0
4.2 Participants’ Satisfaction Levels Regarding Wuzhen
Participants on TripAdvisor use stars to indicate their satisfaction levels. Reviews
range from one star (very poor) to five stars (excellent). All of the 234 participants
57
identified in this study rated their satisfaction by using the star rating. Figure 8 illustrates
that 58% of the participants gave Wuzhen five stars and 31% of the participants gave it
four. Only a few participants (3%) gave Wuzhen just one or two stars. This indicates that
the majority of the participants who travelled to Wuzhen were satisfied with this
destination.
Figure 8. Participants’ levels of satisfaction with Wuzhen
4.3 Participants Experience Findings
The social, environmental, and economic aspects were analyzed individually. From
the analysis of the participants’ reviews, ten key themes were identified. These ten major
themes were then classified into different aspects, which are described in the following
sections.
4.3.1 Social
4.3.1.1 The town was crowded on weekends and holidays
Among the 234 participants, 55 mentioned crowding in Wuzhen. They noted that
1% 2%
8%
31%
58%
One star: very bad
Two stars: bad
Three stars: general
Four stars: very good
Five stars: excellent
58
the town was full of people and that they waited a long time for things like food and
drink. The crowding experience made some of them feel slightly dissatisfied, and a few
were very dissatisfied. Many suggested that the experience would be improved if the
town were less crowded. Some representative examples of reviews offered by
participants about the experience of dealing with the crowds in Wuzhen follow:
“This place was insane crazy busy. Wall to wall people. We expect to see beautiful
views, but I never expect there are many people. There are a lot of people in the
town and sometimes we cannot even get close to the spots we want to see.” (Level 6
contributor, TripAdvisor member since 2004, 50–60-year-old woman from Orange
Park, Florida)
“The west scenic spot was a lot more crowded. You cannot image how crowded it
is. There are too many Chinese people there.” (Level 6 contributor, TripAdvisor
member since 2009, from Guangzhou, China)
“I struggled to follow our tour guide through the huge crowd instead of spending
time exploring. Therefore, I found it is a waste of time. I have not enjoyed the views
and the stores. I found there are many interesting stores and I want to enter them.
However, because there are too many people, I cannot slowly appreciate those
products.” (Figure 9) (Level 5 contributor, TripAdvisor member since 2009, woman
from New Zealand)
Figure 9. Photo of crowding at one Wuzhen attraction taken by a participant
It was calculated that the words “crowd”, “crowds”, and “crowded” appeared in
participants’ reviews 119 times by nearly 80 participants. Crowding has become a
crucially unsatisfying feature of Wuzhen. A higher proportion of non-Chinese than
59
Chinese participants talked about overcrowding in their reviews. Some Chinese
participants said the place was crowded but acceptable. Chinese visitors appeared to be
more accustomed to such conditions.
Only a small proportion of participants claimed that the town was not crowded, and
they often explained that they visited on weekdays or during non-holiday periods. Some
had consulted TripAdvisor and summarized that Wuzhen would be full of people on
weekends and holidays, so they planned their visit for another time. From these people’s
reviews, it is evident that TripAdvisor is useful for these people to make tourism plans,
illustrating TripAdvisor’s value.
Many participants strongly suggested that they could have better enjoyed the town
if they chose non-weekend and non-holiday periods. Wuzhen’s crowds on weekends and
holidays dissatisfied a certain number of participants. These participants expected to see
many interesting stores and places in Wuzhen but they could not enjoy their visit due to
the crowds; only having time for a quick glance and then having to move on to the next
station did not meet their expectations.
4.3.1.2 Authentic local atmosphere was perceived from different views
In addition to beautiful views of the waters around Wuzhen, nearly a quarter of the
participants (n=60) mentioned the authenticity of the local atmosphere in Wuzhen’s
water town that was exhibited by the local residents living there and by Wuzhen’s old
buildings and other elements. Both seemed to make participants feel they had entered an
old place and an old era.
These participants stayed with the local residents and saw how they lived from day
to day. Through observing the lifestyle of local residents or interacting regularly with
them, the participants experienced an authentic local atmosphere. In addition to the local
residents, participants reflected upon the many old buildings, townships, canals, and
museums, which brought them back to ancient times. Some representative reviews left
60
by participants who were impressed by the authentic local atmosphere of Wuzhen are as
follows:
“It still maintains its historical atmosphere as the dwellings are kept in their original
order.” (Level 6 contributor, TripAdvisor member since 2014, man from Hong Kong,
China)
“It will let the contributors feel like they came back to the old time. From the
buildings to the clothes of local residents, sometimes I feel like that I am not in the
modern time, but the old time.” (Level 2 contributor, TripAdvisor member since
2015, man from Taipei, Taiwan)
“There are various exhibitions showing the old way of life in this water town. I see
more than ten exhibitions and these exhibitions are interesting (Figure 10). There
are people introducing the history and the relative cultural knowledge. There are
also videos which are in both Chinese and English, so that I can understand these
videos effectively.” (Level 6 contributor, TripAdvisor member since 2015, man from
Singapore)
Figure 10. Photo of an interesting exhibition in Wuzhen taken by a participant
“The old part is the authentic village with a few craft venues selling good quality
silk. There are also people sitting in front of their stores showing how to make
61
clothes with old machines. I stood there and watched an old lady making clothes.
She even told me how to make the clothes and invited me to try the old time
machine. This is impressive. I purchased one piece of scarf from this old lady’s
store to remember this experience.” (Level 5 contributor, TripAdvisor member since
2009, from Cheshire, UK)
In addition to the authentic local atmosphere, many participants mentioned the
historical architecture. Among the 234 participants, 50 of them specifically mentioned
how well Wuzhen’s historical architecture has been preserved. Some representative
reviews from these participants are as follows:
“I would say that if you like old Chinese architecture, it's a must see. They are preserved
well and it seems as old as it is really is. I think five hundred years ago, these buildings
and bridges have been here (see Figure 11). Now, we can walk on them. The local
government protected these resources well so that we have chance to see them, touch
them, and feel them.” (Level 1 contributor, TripAdvisor member since 2016, 25–34-year-
old man from Shenzhen, China)
62
Figure 11. Photo of preserved Chinese architecture in Wuzhen taken by a participant
“The old buildings, bridges, willows fluttering, really the same as in ancient times.
The tour [guide] also told us that these buildings and bridges have been preserved
well by the local tourism organization and government.” (Level 3 contributor,
TripAdvisor member since 2016)
“The town itself is beautifully preserved. It is not just old, but also beautiful. This is
another kind of beauty and I like it. It is distinctive from the views in our country.”
(Level 4 contributor, TripAdvisor member since 2015, 18–24-year-old woman from
Crossmolina, Ireland)
“Some of the architectures look old but well preserved. Although it is old, in my
eyes it is very beautiful (see Figure 12). I took a lot of pictures in this town that day.
If you arrive here, you would understand my feeling.” (Level 5 contributor,
TripAdvisor member since 2008, 25–34-year-old woman from Ipoh, Malaysia)
63
Figure 12. Photo of “beautiful” architecture in Wuzhen taken by a participant
These reviews indicate that many participants perceived the old buildings in
Wuzhen as authentic. They liked the historical buildings and held positive evaluations of
the local government’s preservation efforts.
A small proportion of participants thought the historical buildings were no longer
authentic. For instance, one said, “The town is no longer inhabited by local people so it
is not an “authentic town” (Level 4 contributor, TripAdvisor member since 2014, from
Dallas, Texas). From this participant’s perspective, many businesspersons created
commercial tourism businesses in the town, and many local residents had sold their
houses and moved to other cities. Another participant said “they appear to have sanitized
all the buildings with the same roof tiles and reworked all the wood in every house and
rebuilt every wall … In short, they removed any feeling of authenticity to the place”
64
(Level 1 contributor, TripAdvisor member since 2014). Another participant said this
about the rebuilt buildings and sports in Wuzhen: “In the morning we visited the West
side, which was renovated in 2007, so it’s probably better to think of it as an imagined
reconstruction rather than a genuine historical site” (Level 6 contributor, TripAdvisor
member since 2006, 50–64-year-old man from Athens, Georgia).
As these reviews illustrate, some rebuilt places in Wuzhen were not perceived as
authentic in the eyes of a small number of the 234 participants. However, most
participants perceived Wuzhen as being authentic.
Another concern related to authenticity was over-commercialization. Among the
234 participants, 25 participants noted that there were too many shops, hotels, and
restaurants in Wuzhen. Some typical reviews that reflect this aspect of inauthenticity are
as follows:
“West area is too commercialized. Most of the West area is occupied by hostels.”
(Level 6 contributor, TripAdvisor member since 2013, from Kuala Lumpur,
Malaysia)
“It has become commercialized.” (Level 6 contributor, TripAdvisor member since
2007, 65+-year-old woman from San Francisco, California)
“Somehow, the East Village felt more commercialized as there were many shops
that were selling merchandise near the entrance.” (Level 6 contributor, TripAdvisor
member since 2006, 35–49-year-old woman from Singapore)
“There is a light show at night but it is very commercial and less interesting for me.”
(Level 6 contributor, TripAdvisor member since 2008, 50–64-year-old woman from
Singapore)
Despite these people’s opinions about over-commercialization in Wuzhen, most of
their customer satisfaction levels were either four or five stars, indicating that this level
of commercialization did not make them feel dissatisfied. Overall, they accepted these
commercialized buildings, shops, and restaurants. Some participants claimed that these
65
designs are useful and that the commercialization made their trip convenient and easy.
By comparing the relatively small number of consumers who discussed authenticity
and over-commercialization with the majority who either did not mention that aspect or
who spoke positively of the improvements, it was determined that Wuzhen was not
perceived as over-commercialized in general. Therefore, authenticity is well retained in
most visitors’ eyes.
4.3.1.3 Convenient Transportation
Among the 234 participants, 49 participants mentioned the convenience of
transportation, both within the town itself and to and from the town of Wuzhen.
Following are some representative reviews regarding participants’ satisfaction with the
convenience of transportation:
“A large bus transports contributors from East to West and vice versa for free.”
(Level 3 contributor, TripAdvisor member since 2014, from Los Angeles, California)
“There was a boat taking us from the entrance of the town to the water town. The
boat was free of charge because we stayed in the hotel resort.” (Level 6 contributor,
TripAdvisor member since 2008, from Foshan, China)
“There are buses travelling between East and West area for free provided you still
keep the entrance ticket.” (Level 6 contributor, TripAdvisor member since 2013,
from Kuala Lumpur, Malaysia)
The word “free” was mentioned frequently in reviews related to transportation
facilities that helped participants travel within the town of Wuzhen, and many
participants said they were satisfied with Wuzhen’s free, convenient transportation
service. The following are some reviews made by participants regarding the convenient
transportation options available between Wuzhen and nearby destinations:
“If you come from Shanghai, take a bullet train to Tongxiang from the Hongqiao
station, jump on the K282 (¥5 per person) right outside the railway station until the
66
last stop, and then you can take k350 (¥2 per person) to either the east or west.”
(Level 1 contributor, TripAdvisor member since 2016, 25–34-year-old man from
Shenzhen, China)
“2 hours drive from Shanghai can easily be done over the day. Worth the time.”
(Level 6 contributor, TripAdvisor member since 2016, from Shanghai, China)
“You can take public bus K 305 to the last stop that is the Wuzhen Westgate
Watertown contributor reception center, it took about 10 minutes only.” (Level 6
contributor, TripAdvisor member since 2013, 35–49-year-old man from Johor
Bahru, Malaysia)
Few participants complained about the transportation options provided in Wuzhen.
From reviews left regarding free transportation inside Wuzhen and between Wuzhen and
the rest of China, it was concluded that Wuzhen has designed its transportation service
well. Participants were satisfied with this experience.
4.3.1.4 Good Experiential Activities in Wuzhen
Among the experiences shared by these TripAdvisor participants, the boat ride was
frequently mentioned; some even ranked it as their best experience in Wuzhen.
“The best part of the tour is probably the boat ride (additional 30 yuan). U are away
from the crowd and watch (or be watched) by the crowds from the banks. The only
chance u can capture and admire the beauty of Wuzhen from a little distance, with
the exception of having other 7 passengers in the boat.” (Level 2 contributor,
TripAdvisor member since 2008, 25–34-year-old woman from Singapore,
Singapore)
“We did the old East side first and saw the bed museum and took a relaxing boat
ride.” (Level 6 contributor, TripAdvisor member since 2015, 35–49-year-old woman
from Shanghai Region, China)
“My favorite part of the visit was the boat ride which lasted for around 20–30
67
minutes and cost 30RMB.” (Level 6 contributor, TripAdvisor member since 2009,
from Guangzhou, China)
“Taking a boat night and watching the shimmering reflections was the highlight of
our tour.” (Level 2 contributor, TripAdvisor member since 2016)
“It was an amazing experience to go on a boat around Wuzhen Water Town.” (Level
4 contributor, TripAdvisor member since 2009, 65+-year-old man from Bridgend,
United Kingdom)
Of the 234 participants whose experiences were analyzed in this research, 60
participants mentioned enjoying positive experiential activities in Wuzhen and most
mentioned this boat ride. Many recommended this experience to other participants
visiting Wuzhen.
“You can take a ride on the canals through the town or stop to watch how silk is
made, see how soy sauce is made or the pans for cooking.” (Level 3 contributor,
TripAdvisor member since 2013, from Helsinki, Finland)
“I recommend it in the night really excited I like that boat trip.” (Level 3 contributor,
TripAdvisor member since 2015)
The suggestions offered by participants clearly indicated a high level of satisfaction
with this boat ride experience, but participants also mentioned other kinds of experiences
in Wuzhen, including museums, art festivals, street entertainment, and live theatre. The
range of activities mentioned shows that Wuzhen has designed many kinds of
experiential products for participants to enjoy. An example is the museum, which 32
participants discussed. Many enjoyed visiting the various small museums in Wuzhen one
after another to learn about the town’s culture and history, as the following reviews
illustrate:
“Interesting museums learning the history of the area and local author.” (Level 6
contributor, TripAdvisor member since 2015, man from Zionsville, Indiana)
“There was a lot of small museums and different things to see.” (Level 6 contributor,
68
TripAdvisor member since 2009, from Guangzhou, China)
“The foot binding museum was actually quite interesting.” (Level 2 contributor,
TripAdvisor member since 2011, from Beijing)
“There are some fascinating exhibits inside the crowded museums and enough to
keep someone interested for the better part of the day. I was amazed at the dye
process available as well as the coin museum. It was very strange as foreign
currency was also on exhibit and I'm talking about pennies and quarters.” (Level 4
contributor, TripAdvisor member since 2014, man from Leawood, Kansas)
Most of the participants who were impressed by the boat ride experience like to
have a relaxing time, while most who were impressed by the museum experience like to
learn new things about culture and history. Wuzhen has different kinds of experiential
products to meet the various needs of participants.
4.3.1.5 Small museum experience is impressive
Among the 234 participants, 30 participants mentioned the small museum
experiences in Wuzhen. Some participants were quite impressed by the many small
museums in Wuzhen claiming that they learned a lot from reviewing the artefacts and
enjoyed this process very much.
“Major attractions are museum of ancient beds, museum of folk customs (see Figure
13), Mao Dun museum, Fanglu Pavilion, blue print dye house, winery, wood
engravings, etc. I easily spent 3 hours there.” (Level 6 contributor, TripAdvisor
member since 2015, man from Singapore)
69
Figure 13. Photograph of museum of folk customs taken by a participant
“The exhibitions of Jiangnan 100 bed Museum, Dye House and Wood Carving
Museum are great.” (TripAdvisor member since 2017, from Yuyao, Zhejiang)
“East village is smaller than West village but has many theme oriented museums to
visit: ancient beds, MuXin's [local hero, writer-artist] former residence, historic
pharmacy, wedding, wine brewery, blue calico, wood carving. West village is larger
where there is a new performance center, MuXin Museum, foot binding museum,
and loads of restaurants.” (Level 6 contributor, TripAdvisor member since 2007,
65+-year-old woman from San Francisco, California)
These participants enjoyed the experience of visiting the small museums, but the
majority of the participants did not mention them at all. This shows that museums are
attractive to only some participants. Some participants went so far as to say that they
found the small museums ugly. One participant scored his satisfaction level as very low,
saying “some old houses are converted into little museums, but these exhibits are poor
quality and all very ugly.” (Level 6 contributor, TripAdvisor member since 2011, 25–34-
year-old man from Singapore). This review highlights this participant’s dissatisfaction
with the small museums. Most of the visitors to Wuzhen who contributed were more
70
interested in the beautiful views than in the museums.
4.3.1.6 Comprehensive Tourism Facilities
The last participant experience analyzed was Wuzhen’s comprehensive tourism
facilities. Fifty-three of the 234 participants were impressed and satisfied by the facilities
in Wuzhen, as the following reviews indicate:
“The tourism facilities in Wuzhen are very comprehensive and convenient. The
maps, instructions, and routes are planned well.” (Level 4 contributor, TripAdvisor
member since 2012, woman from Taipei, Taiwan)
“The English at the site provides decent translations for both the descriptions and
directions and there is a boat provided free of charge as soon as you leave the
contributor center.” (Level 4 contributor, TripAdvisor member since 2014, man from
Leawood, Kansas)
“It's old China with some updated conveniences.” (Level 1 contributor, TripAdvisor
member since 2016, 25–34-year-old man from Shenzhen, China)
“Even restaurants, bars are curated. Simply amazing, super curated, with focus on
details.” (Level 2 contributor, TripAdvisor member since 2014, from Shanghai,
China)
These reviews clarify that even English-speaking TripAdvisor participants
appreciated and were impressed by the convenience of Wuzhen’s clear tourist
information and supportive facilities. In their view, Wuzhen had done much better than
other cultural tourism destinations in China.
4.3.1.7 Summary of Social Aspect
Based on the seven themes described above, this research found that Wuzhen
offered rich social benefits to tourists. This cultural destination successfully created
cultural or experiential benefits for visitors, and this important foundation supports
71
sustainable development.
4.3.2 Environmental Aspect
4.3.2.1 Beautiful Views in Wuzhen
Although some participants complained about the crowds in Wuzhen, most were
impressed by this cultural destination’s beautiful views. Wuzhen’s natural splendor
seemed to compensate for its crowds and was a major reason why many people still
evaluated Wuzhen as a four- or five-star destination. Wuzhen’s high overall ratings
indicate that participants believed it was a worthwhile travel destination.
The frequency with which the words “beautiful” and “beauty” appeared in the
reviews left by the 234 Wuzhen participants was calculated; nearly 120 participants
mentioned them 182 times. The beautiful views mentioned by the participants include
the river, ancient wooden houses, night light views, and the water/boat/bridge. As the
following examples indicate, some participants praised Wuzhen quite highly and without
hesitation:
“Such a beautiful water town with true taste of ancient Chinese village life. The night
view in this town was impressive and I believe that photographers will love this place
(see Figure 14). All I can say is that Wuzhen is one of the most unique places that I
have visited so far.” (Level 5 contributor, TripAdvisor member since 2008, 25–34-
year-old woman from Ipoh, Malaysia)
72
Figure 14. Photo of “beautiful” water town taken by a participant
“No wonder it's called the Venice of China, The town is made up of rivers for roads.
It was beautiful.” (Level 6 contributor, TripAdvisor member since 2015)
Twenty-four participants’ evaluations described Wuzhen as “the Venice of China,”
thus confirming the quality of water views in Wuzhen and their satisfaction with them.
Beautiful views of the water and the unique lighting of the water town setting at night
both impressed and satisfied visitors. Wuzhen’s water views and night views were
mentioned most often in the participants’ reviews, and they left a lasting impression.
4.3.2.2 Clean Environment
Close to 50 of the 234 participants mentioned the streets and public places in
Wuzhen. Of those 50 participants, 45 reviewed them positively, stating that Wuzhen is
clean and the environment is good, as can be seen from the following examples:
“Public toilets in the Watertown are clean and modern.” (Level 6 contributor,
TripAdvisor member since 2004, from Hong Kong, China)
“The whole atmosphere in the west area is very good. The toilets are clean like
nowhere else in China.” (Level 5 contributor, TripAdvisor member since 2015,
73
woman from Germany)
“Clean beautiful and dreamy. Nice to take the night boat tour, but also good for
walking during the day.” (Level 4 contributor, TripAdvisor member since 2010, from
Mandaluyong)
Five participants disagreed, saying that the environment was terrible. For instance,
one said, “toilets as usual are terribly dirty.” This small group of participants indicated
that the environment in some areas was not well managed. However, the majority of the
places were rated as well protected, with a satisfying environment.
4.3.2.3 Summary of Environmental Aspect
Natural resources were considered well preserved in Wuzhen. It seemed that the
tourism government has largely recognized the importance of environmental aspects in
this destination’s sustainable development process. Only a few tourists mentioned that
some places were not clean. The local tourism organizations and governments should
take notice of those reviews, but generally, both Wuzhen’s environmental and social
aspects are sustainable.
4.3.3 Economic Aspect
4.3.3.1 Price is Reasonable
Participants paid for items such as tour tickets, food, accommodations,
entertainment, and museums in Wuzhen. Among the 234participants, 48 participants
reviewed the prices of these products and services. Only 21 participants found them
expensive, as was evidenced by reviews such as these:
“Be prepared to be overly generous with anything you pay (medium quality food is
priced twice as much as it would be outside the town).” (Joana R, Level 4
contributor, TripAdvisor member since 2014, 25–34-year-old from Lisbon,
Portugal)
“Pricing is on the high side.” (Level 6 contributor, TripAdvisor member since 2004,
74
from Hong Kong, China)
“If you sleep in the East or West Scenic Area, you may not pay the attraction
entrance (to be checked), which is expensive.” (Level 6 contributor, TripAdvisor
member since 2009, 35–49-year-old man from Sao Paulo, SP)
“Ticket a little bit expensive, 150 yuan for 2 side.” (Level 1 contributor, TripAdvisor
member since 2016)
“Tickets are expensive, 280 yuan per person. There is a characteristic sell snacks
street, snacks not worth trying. Because they do not feel authentic, and the price is
expensive.” (Level 3 contributor, TripAdvisor member since 2016)
The number of participants who reported that they were dissatisfied with the price
of products and services in Wuzhen was 21 (out of the total 234), or nearly 9%. Another
27 participants specifically stated that Wuzhen’s prices were reasonable and acceptable.
The remainder of the people who left reviews about Wuzhen did not mention price; they
might either have simply accepted the pricing even if they thought it was high, or they
might have thought the price was reasonable, as the following examples indicate:
“Adding up all these fees might be quite a shock at first but after you enter the
scenic area, you'll understand why and willing to pay for it. Worth to pay, I would
say.” (Level 3 contributor, TripAdvisor member since 2016, from George Town,
Malaysia)
“If you are adventurous, try out the local snacks being sold by the stalls. Some are
sweet and some are savory, but for around 10 yuan per snack, it’s a good bargain!”
(Level 6 contributor, TripAdvisor member since 2012, from Manila)
“If you look well you can buy nice clothing for a very fair price.” (Level 5
contributor, TripAdvisor member since 2012, 50–64-year-old man from Heythuysen)
Most participants seemed to be satisfied with the prices of the products and services
offered. Those who thought the price was reasonable and acceptable outnumbered those
who thought the price was high. It was concluded that most of the participants were
75
satisfied with Wuzhen’s pricing.
4.3.3.2 Businesses are Developing Well
Many of the 234 participants in this research mentioned the small shops selling
souvenirs, tea, clothes, and matches. Based on the participants’ descriptions, it was
determined that the owners appreciated the business from tourists visiting Wuzhen. They
served customers well because they have a passion for operating small stores in Wuzhen.
The participants’ reviews showed that small shop owners in Wuzhen are satisfied with
their businesses and their lives. Participants who interacted with shop owners and were
impressed by their service and attitude shared the following remarks.
“The owners are very friendly and helpful. They even picked us up at the bus
station. The whole atmosphere in the west area is very good.” (Level 5 contributor,
TripAdvisor member since 2015, woman from Germany)
Only a few reviews indicate that participants were upset about not being treated
well by shop owners. Therefore, it was concluded that the shop owners in Wuzhen are
highly satisfied with the extra business that tourism brings and that they were happy at
the time of the visit.
Hotels are another important part of the tourism business in Wuzhen. Among the
234 participants whose reviews were collected in this research, 48 participants discussed
their hotel experiences. The majority claimed to be satisfied with the numerous hotel
choices in Wuzhen. They found the experience of checking in and out to be convenient
and the price to be reasonable. Few participants complained about the price, indicating
that most participants were satisfied with the price of accommodations in Wuzhen. Most
left positive evaluations of their hotel stay in Wuzhen, saying things like the room was
clean, the bed was comfortable, and the transportation service from the hotel to various
destinations was convenient. Some examples of positive reviews of hotels in Wuzhen
left by participants follow:
76
“Hotels are very charming.” (Level 6 contributor, TripAdvisor member since 2015,
50–6-year-old 4 man from Hong Kong, China)
“Our room in the guesthouse was very comfortable and clean.” (Level 3 contributor,
TripAdvisor member since 2015, 65+-year-old man from Brisbane Australia)
“We stayed in the west zone at a very nice hotel by the lake (see Figure 15).” (Level
4 contributor, TripAdvisor member since 2009)
Figure 15. Photo from the “very nice hotel by the lake” taken by a participant
“Rooms are good, clean. Restaurant serves a wide variety of fruits and salads along
with authentic Chinese delicacies.” (Level 2 contributor, TripAdvisor member since
2016, man from New Delhi, India).
Because Wuzhen offers such a wide range of hotel options, participants could select
different hotels according to their needs and their preferred location, whether within the
Wuzhen water town or further away, and near the river or not. Participants generally
enjoyed their hotel experience, and these hotels then profited from the number of tourists
paying for accommodation.
4.3.3.3 Summary of Economic Aspect
Economics is the third critical aspect of sustainability. As the above content
77
conveys, customers seem to be satisfied with the price of products and services in
Wuzhen. This helps to ensure its attractiveness to tourists in the future. Tourists
perceived an equal balance between values and price and said they would purchase more
products and services in this destination. This viewpoint supports the way local
businesses have been developed and therefore fits the condition of economic
sustainability in addition to social and environmental sustainability.
4.4 Analysis of Stakeholders in Wuzhen
When reviewing the participants’ comments, it was found that they mentioned
various stakeholders. Stakeholder analysis was defined as a systematic way to analyze
the sustainability of destinations, so this analysis focused on different stakeholders.
4.4.1 Local Residents
Many local residents offer different kinds of tourism services to Wuzhen’s visitors.
The tourism business is well developed in this destination. As mentioned above, there
are many small shops in Wuzhen, some of which were opened by local residents.
Another crucial business opportunity is for local residents to offer hotel services to
visitors. These residents’ home generally have two floors, and the people who live there
design one floor as hotel space. The hotel space is not usually large but is enough for one
or two paying couples or several persons to live in at one time, as well as the local
residents who make their homes in the same building, thus affording them another
source of income. Participants’ reviews show that those who chose to live in the local
residents’ houses enjoyed the experience. They noted that the attitude of the local
residents was good and passionate; local residents offered guidance and actively helped
the participants solve problems, purchase tickets, and so on. These value-added services
increased the participants’ enjoyment of their visit. The participants’ evaluations showed
that the local residents were satisfied with having more tourists visiting Wuzhen and
78
bringing them extra income from their business activities. Tourists were welcomed as
they created economic benefits for themselves and the locality, as the following reviews
about local residents who offered hotel services to participants demonstrated:
“Living in the local residents’ house is also one interesting experience. They
welcome the contributors and sometimes they would ask us to eat with them. They
would treat us with delicious local food. I like this experience.” (Level 2 contributor,
TripAdvisor member since 2011, from Beijing)
“The local residents who provide accommodation are good. They are helpful. They
would tell us which places are the must-to-visit places. They also told us how to
take the bus. The local residents like to help people and their suggestions are always
good.” (Level 6 contributor, TripAdvisor member since 2015, from Hong Kong,
China)
The response of the participants regarding the local residents indicated that the
tourism industry was developed well. Tourists bring economic benefits to the local
residents. At the same time, the local residents were sincere and honest. As mentioned in
section 4.3.1.2, opinions differed regarding the level of commercialization. This research
found that local residents did not over-commercialize. They treated tourists as friends
and helped them solve problems, making a good impression on participants. All of these
reviews show that the local residents benefitted from the development of the tourism
industry in Wuzhen and that the industry has been well developed to meet their
economic targets.
4.4.2 Environment: Hygiene and Sanitation
Thirty-five participants discussed the environment in Wuzhen in terms of hygiene
and sanitation. According to their descriptions, hygiene and sanitation in the streets and
public places was good. The following reviews support this statement:
“In many other destinations in China, it is common to see the mass of garbage in
79
some areas. I have visited many destinations in China and I found this feature.
However, when I visit Wuzhen, I found that its hygiene is maintained well. The
workers have done their work effectively. In addition, the business owners have
managed their garbage well. So, the environment is maintained well. I like such a
management way.” (Level 6 contributor, TripAdvisor member since 2009, from
Guangzhou, China)
“I am surprised that the streets and the roads in Wuzhen are very clean. It is
comfortable when walking along these streets and roads. This has made the
contributors not throw away garbage as well as the shop owners. The environment is
satisfying.” (Level 6cContributor, TripAdvisor member since 2014, man from Hong
Kong, China)
“A very good job in maintaining the cleanliness of the whole area of the town.”
(Level 5 contributor, TripAdvisor member since 2008, 25–34-year-old woman from
Ipoh, Malaysia)
“What impressed me, apart from anything else, was the cleanliness. Not once piece
of litter, as soon as a leaf fell from a tree, the gardeners would pick it up.” (Level 6
contributor, TripAdvisor member since 2011, 65+-year-old man from Perth,
Australia)
“Public toilets in the Watertown are clean and modern.” (Level 6 contributor,
TripAdvisor member since 2004, from Hong Kong, China)
The environment is a key factor of tourism destinations’ sustainability management.
Based on participants’ reflections, it was found that Wuzhen’s environment is well
maintained. When combined with participants’ experiences of the beautiful, natural
views they saw in Wuzhen (section 4.3.2), it was concluded that tourism development in
Wuzhen offers environmental benefits.
80
Figure 16. Photo of clean streets in Wuzhen taken by a participant
4.4.3 Tour Groups
Among the 234 participants, 13 participants mentioned tour groups, which are also
classified as stakeholders in this analysis of destination sustainability. Many local tour
groups operate in Wuzhen and foreign participants spoke negatively of these local
groups. According to their descriptions, the local tour groups were loud and annoying,
giving foreign participants a negative impression. Some participants joined tour groups
and were not satisfied with the experience due to what they considered too-frequent
shopping stops and slow travelling time. The following participants’ reviews address this
issue:
“My recommendation, don't go with a tour group to be pressured to stop at shops
and buy stuff and waste time.” (Level 5 contributor, TripAdvisor member since
2009, woman from New Zealand)
“The site is of course filled with loud tour groups.” (Level 4 contributor,
TripAdvisor member since 2014, man from Leawood, Kansas)
81
“Avoid going with a local tour group. I got lazy after days of travelling in China and
thus a joined the tour group. Though I probably missed out on the beauty of
Wuzhen, the tour group reminded me why I had always avoided joining them on
travels.” (Level 2 contributor, TripAdvisor member since 2008, 25–34-year-old
woman from Singapore)
The participants’ experiences indicate that local tour group guides did not arrange
tours effectively. They brought participants to shop for products and slowed down the
entire trip, which was not what the participants expected; they did not want to spend that
much time shopping, as they were more interested in seeing the views and in learning
more information about the attractions.
However, participants who chose to hire private guides to lead them in small
numbers found the experience satisfying. Some participants mentioned that private
guides introduced them to historical spots and interesting stores. The private guides were
more experienced, and participants found their services very valuable, which was not the
case with tour group guides. This indicates that the training that private guides receive is
effective. They know how to serve the tourists/participants effectively and introduce
them to valuable spots.
Therefore, participants were satisfied with private guides, but the tour groups’ trips
were slow and focused on shopping, which was not what the participants wanted. The
analysis of tour guides unearthed both positive and negative aspects. There is room for
improvement with respect to the local tour groups and guides.
4.4.4 Staff
Participants said that the staff members in Wuzhen worked hard and played their
roles effectively. As mentioned above, the environment in Wuzhen was maintained well
and participants did not see much garbage there. Staff in Wuzhen maintain the
environment well so that participants visit a clean place. Other staff also played their
82
roles satisfactorily. Some participants paid attention to such issues and mentioned the
staff in their reviews about Wuzhen on TripAdvisor.
“As the tour comes to an end, you get to see the great supply chain at work. They
collaborate across different groups and will swap passengers around buses to drop
you at a location nearest to where you stay. They seem to be happy to work with
each other.” (Level 2 contributor, TripAdvisor member since 2008, 25–34-year-old
woman from Singapore)
“Incredible place to be. The staff is so friendly, helpful and warm, they greet you
each time they see you. They are always with smile. I can see their passion about
their work. I believe, if I work in such a beautiful place, I would also be happy.”
(Level 2 contributor, TripAdvisor member since 2016, man from New Delhi, India)
Figure 17. Photo of a hotel offering good service, taken by a participant
The staff might be trained well or enjoy working in Wuzhen. Their attitude to
83
participants was positive and this gave participants a warm feeling. In the beginning of
this chapter, the participants’ satisfaction levels were measured and found to be generally
high. In this current section, participants viewed the staff in Wuzhen to be happy. There
was a link between the two groups’ satisfaction. The satisfaction of staff resulted in the
satisfaction of customers. Participants enjoyed the service provided by the staff, so their
satisfaction levels increased.
4.4.5 Summary of Stakeholder Satisfaction
According to participants, local residents enjoyed living in Wuzhen and the positive
economic impact resulting from the development of tourism there. They also appreciated
that the environment is protected and that living conditions are hygienic. Because many
staff live in Wuzhen and most are content working there, staff members serve customers
effectively. Visitors and local people have a good relationship based on positive
interactions between staff and tourists.
However, participants’ reviews did reveal one negative aspect of stakeholder
relations between tour groups and visitors. Tourists did not feel that tour guides provided
satisfactory services. The government and tourism planners still need to do more to
improve stakeholder relationships in this area.
4.5 Analysis of the Dissatisfied Participants
Just 3% of participants who reviewed their experience of Wuzhen on TripAdvisor
gave a one- or two-star rating for their satisfaction levels. The analysis of this data
indicates that the chief complaint related to crowded conditions. These people travelled
to Wuzhen during holiday periods and experienced long wait times for things like food
or entertainment.
Some of the dissatisfied participants were in tour groups and spent too long
shopping in the stores with guides who did not give satisfying service. The outcome was
84
the dissatisfaction of participants.
“My recommendation, don't go with a tour group to be pressured to stop at shops
and buy stuff and waste time.” (Level 5 contributor, TripAdvisor member since
2009, woman from New Zealand)
“The guide will squeeze u along the narrow streets with a quick introduction
highlight of the town. U basically spend more energy shuffling yourself through the
crowds and keeping a lookout for the tour guide amongst the sea of flags carried by
the different tour guides.” (Level 2 contributor, TripAdvisor member since 2013,
woman from America)
From participants’ reviews, it was found that many participants who travelled on
their own rather than joining a tour group were more satisfied than those in tour groups
were. Tour groups are one way that participants can be introduced to the local culture,
history, buildings, and other knowledge. However, it was found that many local tour
groups focused too much of participants’ time on shopping. Participants seemed to like
shopping in small stores as they walked through the streets. Many of the dissatisfied
participants said they did not enjoy the time spent waiting in the stores and being
coerced by the local tour guides to shop for products and services. The local tourism
government and tour companies should address this issue. To promote long-term
development, it should be resolved quickly.
This research offers suggestions for how Wuzhen can improve its destination
quality by focusing on customers’ dissatisfaction. When a certain number of participants
are not satisfied with some aspects of a destination, these are generally considered
features that this destination can improve upon. The analysis of the reviews of
dissatisfied participants indicates that crowding during holidays and the local tour group
guides are two aspects that Wuzhen’s tour organizations and government might work to
improve.
When reviewing the reviews of the highly satisfied participants who gave five stars
85
as their satisfaction level, it was found that these participants were satisfied with
different kinds of factors, such as the naturally beautiful views, their hotel experiences,
and the convenience of travelling in Wuzhen; various reasons were given to explain their
high levels of satisfaction. The reasons given for participants’ dissatisfaction, however,
were reoccurring: the crowds and local tour groups. Therefore, these two aspects should
be focused on and improved in Wuzhen’s future development projects to bring about
sustainable development.
86
CHAPTER 5
5. Discussion
In this chapter, the results derived from analyzing the reviews of participants who
had discussed their experiences of visiting Wuzhen on TripAdvisor are examined,
presented, and linked to existing literature. Recommendations for tourism development
and future research are then outlined in the second section, followed by an
acknowledgment of the research’s limitations.
The aim of this research is to explore visitors’ perceptions of various aspects of the
ancient town of Wuzhen and to reflect on sustainability issues in this popular cultural
tourism destination in China. The research question was addressed using both the triple
bottom line and stakeholder analysis frameworks, and findings were linked to the
sustainability framework (Travis, 2011). The sustainability theory used indicates that this
destination’s sustainable development was predicated on balancing three types of
benefits: socio-cultural, economic, and environmental (Torres-Delgado & Saarinen,
2014). Since these are key elements of the development and sustainability of this popular
tourist site, the researcher borrowed from the customer knowledge framework to analyze
travellers’ reviews. Perceptions of these three benefits were deduced from the travellers’
experiences to evaluate Wuzhen’s sustainability. The following sections discuss the
study findings within the framework of the theories discussed in the literature review.
5.1 Socio-cultural Sustainability
If a destination’s development is intended to promote socio-cultural sustainability,
local government should ensure that local residents and communities would benefit from
the development (Lang, 2012). Tourism organizations and the locality’s government
should offer training to employees to facilitate both employee and customer satisfaction.
In this research, participants reported that local residents had a positive attitude towards
87
the destination’s tourism development. Numerous participants expressed that local
residents welcomed their presence, and that this positive attitude made their interaction
with local residents a pleasant experience. Lang (2012) notes that local residents
generally welcome visitors when they positively affect the local economy’s finances.
Jeon et al. (2016) also agrees that local residents’ state of mind and emotional well-being
affects a destination’s level of sustainable development. According to visitors to
Wuzhen, local residents have peaceful and enjoyable lives. The satisfaction levels
reported by participants indicate that local residents treat visitors welcomingly.
However, overcrowding was an issue mentioned by many participants. It is possible
that the tourism development process undertaken in 2014 resulted in attracting a high
enough volume of visitors to affect the lives of local residents negatively. One weakness
of this study is that it did not directly investigate the local residents’ viewpoints. In the
future, it would be beneficial to collect responses directly from local residents in relation
to the impact the current tourism economy has on their lives and whether their lives will
be impacted by development in the future.
From the reviews of participants, it is found that participants are highly satisfied
with the services provided by the staff of Wuzhen’s shops. Participants reported
enjoying positive interactions with the businesses’ service employees.
The preservation and presentation of local culture in ancient towns was another
important socio-cultural benefit. The Austrian National Tourist Office (2012)
recommends that cultural tourism developers consider how to present cultural heritage in
a way that attracts visitors without significantly distorting that heritage. Yu (2008) argues
that experiential cultural tourism in ancient towns should focus more on traditional
culture than modernization and stressed the importance of preserving cultural heritage.
In this study, the participants’ positive evaluations of the preservation of local culture
demonstrated that Wuzhen has achieved this. This research shows that only a small
proportion of participants thought the old buildings were not preserved well and that
88
most considered the old buildings in Wuzhen to be both well preserved and authentic.
The many small museums in Wuzhen also offered participants cultural and historical
lessons they valued. Long after participants left Wuzhen, they remembered those small
museums and the experience of walking along streets lined with authentic old buildings.
They were impressed by the history and cultural experiences that Wuzhen offered, and
those experiences constitute the socio-cultural benefits created for participants.
To sum up, the socio-cultural sustainability of cultural ancient towns involves two
features, and Wuzhen offers both. Visitors thought that this destination created
significant socio-cultural benefits for local residents, small businesses, and visitors. The
analysis also reveals future research direction, such as exploring local residents’
perceptions about tourism development in Wuzhen, Wuzhen employees’ training and
development, and the local government’s preservation practices. Including more
stakeholders’ viewpoints and practices would help complete the socio-cultural analysis.
There is one other interesting finding related to the socio-cultural perspective. The
data analysis process demonstrated that the majority of participants who complained
about overcrowding were non-Chinese people and that only a small proportion of
Chinese participants mentioned this issue. Dai (2012) argued that visitors’ perception of
tourism issues differed across cultures. This suggests that Chinese and non-Chinese
people have different evaluation standards regarding crowding. This distinction reflects
the importance of incorporating cultural differences about visitors’ perceptions of
tourism in any future research. The theory of customer satisfaction highlights the
importance of comparing perceived quality and expected quality. Chinese and non-
Chinese people may well have different expectations about the number of visitors in an
area. Researchers can explore this issue in future.
This research showed that the number of tourists visiting Wuzhen on weekends and
holidays might well have been close to the saturation level. Participants who visit
Wuzhen at these times may become dissatisfied with the service and with their overall
89
experience; local government should enact appropriate measures to ensure that the
environment is not damaged during these busy periods. This social issue should be
continuously observed and controlled.
5.2 Economic Sustainability
The cost and the inherent value of the products and services Wuzhen offers
supports the economic sustainability of this ancient town. Theoretically, economic
sustainability requires that there be sufficient market demand for tourism products and
that these products should meet the requirements of potential participants (Austrian
National Contributor Office, 2012). When economic benefits are created, local
businesses can operate their businesses effectively and efficiently, and money can be
continuously reinvested into business activities that improve tourism products and
support the quality of life of local tourism operators and communities (Travis, 2011).
This research delineated how participants described numerous economic activities
they participated in in the ancient town of Wuzhen. Many visitors purchased tickets to
local entertainment services and activities offered in Wuzhen, such as taking a boat to
see the nightscape or learning to make traditional crafts in a small manual workshop.
Having such options available increases the level of visitor involvement. Scholars such
as Smith (2005), and Yan and Hu (2015) determine that visitor involvement results in
memorable experiences that can engender deep, strong emotions about the destination
for visitors. This value extends beyond financial. Studies show that cultural destinations
can offer various economic activities to attract participants’ attention (Torre &
Scarborough, 2016; Rodrigo, 2002). Motivating visitors to get involved in local
activities has a significant impact. This viewpoint is supported by the participants’
reviews that were reproduced in this study.
Tourists often search for information related to their destination before they visit
(Gou & Zhou, 2015), and many of this study’s participants talked about the boat
90
activities and entertainment activities, recommending that others should enjoy these
activities if they visit Wuzhen. Having many participants claim they enjoyed Wuzhen’s
entertainment activities on tourism websites like TripAdvisor motivates more tourists to
participate in them. For instance, because tourists recommended a visit to the blue print
dye house on TripAdvisor or other tourism websites, other tourists might plan to visit
that place once they read those reviews, thus attracting more and more tourists and
increasing the likelihood of Wuzhen’s long-term development. This process is an
important aspect of economic sustainability.
In terms of the cost of tickets and services in Wuzhen, more customers believed that
the prices were reasonable than did those who thought them too expensive. Most of the
participants were willing to spend money on numerous activities in Wuzhen and noted
that they found the whole experience a satisfying one. Most enjoyed the boat rides and
the shopping in Wuzhen. Gou and Zhou (2015) state that effective tourism activities can
attract visitors, which then attracts further investment to increase the number and quality
of the facilities and services available, thereby increasing economic growth. If tourism
activities generate income for local businesses, they are generally more willing to serve
participants well to attract even more income. In this research, based on the analysis of
participants’ reviews, it is reasonable to assume that owners can increase economic
benefits if they deliver effective entertainment options in which visitors can participate.
Travis (2011) states that increasing customers’ likelihood of purchasing again is an
important feature of sustainable economic activity. The participants’ reviews indicate
that many visitors suggest entertainment services to other visitors. Such reviews
influence more visitors to try the economic activities in Wuzhen. It is reasonable to
predict that Wuzhen is still in a positive economic growth process. This is one reflection
of economic sustainability.
91
5.3 Environmental Sustainability
Environment is another important aspect of sustainability. This research concludes
that Wuzhen’s environment was clean and beautiful. Many participants noted that
Wuzhen differs from other ancient and cultural destinations in China in that this
destination met or exceeded visitors’ expectations with respect to cleanliness and
hygiene. Participants also found the natural views to be beautiful. Two factors are
involved in that finding. First, Wuzhen has a naturally beautiful view. Secondly, the local
government has maintained the local environmental system effectively to highlight
Wuzhen’s natural beauty. However, there is not enough current data to assess Wuzhen’s
environmental system effectively. Cleanness/hygiene is just one aspect of environmental
sustainability.
Wu (2013) states that environmental sustainability requires tourism resources to be
well-protected, as business and human activities can unbalance ecological systems. The
development of tourism activities should be based on protecting natural resources and
the environment (Roe et al., 2014). A point that should be noted here is that TripAdvisor
participants’ reviews of Wuzhen did not seem to pay much attention to environmental
sustainability and the protection of natural resources—they concentrated on food, hotels,
shops, and entertainment. However, this does not mean that Wuzhen should ignore
environment sustainability. As Tse and Zhang (2013) found, factors contributing to
visitors’ satisfaction or dissatisfaction differs. In this study, participants were satisfied
with Wuzhen’s natural environment, but if Wuzhen does not continue to protect the
natural environment, customers might well become dissatisfied, as Tse and Zhang
(2013) caution.
Participants indicated that Wuzhen’s overcrowding on holidays and weekends was
problematic. Wu (2013) notes that environmental sustainability requires local tourism
organizations and governments to consider the environmental capacity of scenic spots
and the carrying capacity of resources. If the number of tourists exceeds a destination’s
92
capacity, the environment will be damaged and significant environmental pollution will
occur. In other words, overcrowding causes both social and environmental problems.
The findings of this study do not suggest that this is already a problem, but that there is a
risk. Based on the participants’ reflections of crowding during peak tourism seasons, the
government and tour organizations in Wuzhen are advised to do some careful capability
planning and control in the future.
5.4 Experiential Cultural Tourism in Ancient Towns
Wuzhen, as a representative of ancient towns in China, is unlike modern
destinations and it thereby offers participants different experiences. The literature review
included many studies of ancient towns, as these destinations offer tourists experiential
cultural tourism products and services. Therefore, the sustainable development of these
destinations is related to the effectiveness with which these destinations can satisfy
tourists who seek such experiences when they travel. The analysis of the participants’
satisfaction levels identified that the majority were satisfied, indicating that experiential
cultural tourism products and services have been designed effectively in Wuzhen. A
careful study of the TripAdvisor participants’ experiences revealed many positive
aspects about Wuzhen. The following segment uses theories about experiential cultural
tourism to examine the findings gathered from the participants who visited Wuzhen.
Cultural tourism attempts to give tourists a special, culture-related experience (Raj
et al., 2013). Culture was previously defined as the totality of physical and intellectual
products that human beings created throughout history, as it is expressed through
language, literature, art, buildings, food, clothes and many other forms (Tomaselli,
2012). The TripAdvisor participants examined in this research indicated that they
learned a great deal about Wuzhen’s history from its museums and about its culture from
the old buildings and streets. They also perceived the influence of culture on local
residents’ lifestyles. These cultural tourism experiences were distinctly different from
93
their own cultural norms.
Cultural tourism resources tend to be unique (Ivanovic, 2008). In this research,
cultural experiences like the water views and the lifestyles of local residents made a
lasting impression on participants and were a large part of the reason that participants
enjoyed visiting Wuzhen. They appreciated being able to see and experience something
different from what they were accustomed to in their hometowns. Gan and Ma (2000)
state that participation is an important aspect of cultural tourism, and the participants’
reviews used in this research indicate that visitors were actively engaged in tourism
activities. For instance, participants travelled by boat on the rivers of Wuzhen and
purchased tickets to see the local museums, both of which demonstrate customers’
engagement with local cultural activities. Participants were satisfied because they
enjoyed the culturally related experiential process that differed from their usual daily
lives.
Liu (2011) argues that cultural tourism in modern times is changing. The previous
cultural tourism model gave participants a hurried and cursory glance at the scenic spots.
This traditional model no longer meets the psychological needs of modern tourists, and
it has become necessary to engage customers in the cultural life of local people and
encourage them to participate in local activities.
This research found that tourists who joined tour groups were not satisfied, as the
tour group activities were consistent with the old tourism model, whereas participants
who arranged their own sightseeing trips were more satisfied. As the new tourism model
suggests, they engaged in local activities, lived in the houses of local residents, took the
time needed to enjoy their trips, and interacted widely with the people who live there.
These participants were thus quite satisfied with their trip to Wuzhen, and their reviews
imply that the old model no longer meets the needs of customers. Wuzhen should move
toward more applications of the new tourism model to continue to create benefits and
increase income from tourists. When local tour organizations arrange tours, they should
94
incorporate more opportunities for interaction and engagement to allow participants to
enjoy the local cultural life and activities rather than relying so heavily on shopping.
More and more participants seek a modern form of experiential cultural tourism in
ancient towns; they want to see cultural views and experience cultural life (Liu, 2011).
Wuzhen met both of these needs, and it has become one of the most popular ancient
towns in China. Li and Sun (2009) similarly found that many ancient towns in China
have evolved into experiential cultural tourism destinations.
The literature review delineated different attitudes regarding convenience and
cultural preservation in ancient towns. These differing viewpoints are presented by You
(2013), Yu (2008), and Wu and Zhang (2003). You (2013) supports the development of
modern facilities; Yu (2008) argues that experiential cultural tourism in ancient towns
should focus more on traditional culture rather than modernization, while Wu and Zhang
(2003) support the addition of new elements to ancient towns that mix cultural heritage
with modernization. This research demonstrates that Wuzhen has integrated Wu and
Zhang’s (2003) suggestions. Wuzhen’s many modern facilities satisfied participants; in
particular, its many small museums and its preservation of old buildings meets tourists’
cultural needs and introduces China’s history and culture to participants. It was found
that Wuzhen effectively balances modern facilities with cultural heritage.
Arguments made about the authenticity of cultural ancient towns also differ. It is
widely agreed that authenticity has become an important aspect used to evaluate the
quality of cultural ancient towns (Li & Zhang, 2007). Yu (2008) states that international
participants travel a long way to experience cultural tourism and expect to see “real”
customs, traditions, and rituals in ancient towns. However, some ancient towns in China
have become over-commercialized and have lost some degree of authenticity (Lv &
Huang, 2012). This research found that TripAdvisor participants believe Wuzhen still
offers a high level of authenticity. Although a small proportion claimed that Wuzhen was
over-commercialized, most appreciated the way the local government had maintained
95
the old, historical buildings of Wuzhen and the way local residents happily demonstrated
their traditional lifestyles. Participants could see Wuzhen’s traditional culture and
historic elements, and the town’s authenticity constituted one foundation of its
sustainable development.
A tourism destination’s sustainable development is based on attracting a continuous
stream of new tourists. Since many international tourists are interested in a destination’s
authenticity, the authenticity of Wuzhen will influence its sustainable development.
Many of the participants recommended others to visit Wuzhen. This indicates that
authenticity currently affects Wuzhen’s sustainable development positively.
5.5 Sustainability Issues of Wuzhen
The preservation of conveyors of folk culture such as traditional and historical
buildings is important in ancient towns (Ding, 2009), but cultural tourism destinations
must also provide convenient facilities to ensure that tourists enjoy their visits.
Participants’ reviews confirmed that Wuzhen has balanced these sometimes-conflicting
needs, unlike the development of other ancient towns in China that experience many
problems in this regard. For instance, the cultural atmosphere of some Chinese ancient
towns has disintegrated, and have lost their previous charm (Liu, 2011). Other ancient
towns in China have abundant historical and cultural deposits, but have difficulty
integrating modern conveniences (Gong & Deng, 2011). Some tourism organizations
and governments in those ancient towns seek quick success and instant benefits and
consequently damage the traditional scenes of ancient towns (Liu, 2011). Ancient towns
that experienced problems such as these could learn from Wuzhen’s example, where the
historical and cultural buildings are well preserved and visitors’ comfort is ensured.
Maintaining such a balance is difficult, but important.
Although some scholars disagree about the difficulties of balancing development
and historical conservation in ancient towns, solutions were found in Wuzhen to
96
maintain an appropriate balance. One such solution is to make good use of customer
knowledge. For instance, in this research, the analysis of participants’ reviews identified
some issues. Wuzhen’s sustainable development has been done well, but there are still
ways to improve. For example, Wuzhen could better integrate the following two aspects
of sustainable development.
First, crowding on weekends and holidays is a serious matter. Many participants
noted their dissatisfaction with the crowds. During these periods, stores could not meet
the needs of all the customers, and customers were kept waiting for a long time. When
there were crowds, the streets became dirty and some customers complained about
cleanliness. If Wuzhen does not solve this problem, more and more participants will
complain about this issue online, which will negatively influence Wuzhen’s reputation
among potential visitors. Wuzhen might consider enacting ways to control the flow of
visitors and offer more services and products to customers to cut their waiting time or, at
least, make the process more enjoyable.
The second issue is the tour groups, which did not meet the needs of modern
travellers. The local tour guides are still following the old model rather than the new
ones associated with cultural tourism. As mentioned above, modern participants demand
cultural experiences and would like to learn about culture and history. If the local tour
guides continue to guide the groups toward shopping rather than educating the
participants, they will not meet their needs and this, too, will generate negative reviews
online. As is the case with the crowding issue, failure to address this issue could cause
more problems and might reduce Wuzhen’s economic benefits. Other ancient towns
should also investigate customer satisfaction and then design responsive practices and
management tactics to create socio-cultural, economic, and environmental benefits.
Another part of the framework used to analyze sustainability was stakeholder
analysis; if the ancient town development results in benefits for many stakeholders, the
town can be considered sustainable (Dogl & Behnam, 2015). In this study, participants
97
mentioned several stakeholders: local businesses, local residents, local tour guides, and
employees. Participants reported that these stakeholders seemed to be happy living and
working in Wuzhen and that they perceived positive relationships among most of the
stakeholders in Wuzhen. It is important to highlight that these positive relationships are
only the visitors’ observation. Critically speaking, because other stakeholders’
viewpoints and feelings are not directly investigated in this study, the actual
relationships and interactions among various stakeholders in Wuzhen is relatively
unknown. If stakeholders in Wuzhen were interviewed and their perceptions analyzed,
the stakeholder theory could be applied more comprehensively to discuss Wuzhen’s
degree of sustainability.
The participants’ reviews indicate that Wuzhen is currently viewed as a good place
to travel. Visitors willingly recommend that their friends and other visitors should visit
there. They think Wuzhen is a worthwhile travel destination, one with many interesting
paid activities to enjoy, and they perceive good relationships among stakeholders such as
local residents and service employees. Further perspectives of these stakeholders are still
needed.
Wuzhen is likely to become a model of development from which other ancient
towns in China can learn. However, Wuzhen’s development as a cultural destination can
be improved by increasing its capacity to accommodate the increased number of tourists
who visit on weekends and holidays and by changing the tour group model. Both
initiatives would help Wuzhen better meet participants’ cultural needs.
5.6 Conclusion, Limitations, and Future Research
The aim of this research was to explore TripAdvisor participants’ perceptions of
various aspects of the ancient town of Wuzhen and reflect upon sustainability issues in
cultural tourism destinations in China. The research’s three objectives were met by
analyzing and discussing the reviews of participants written on TripAdvisor. It was first
98
identified that most of the participants in Wuzhen were satisfied with this cultural
ancient town. Although a small proportion of participants complained about the crowds
on weekends and holidays, most were satisfied with many of the products and services
Wuzhen offered. Nine positive aspects that participants enjoyed were identified: the
design and implementation of Wuzhen’s development, the overall experience, beautiful
views, authentic local atmosphere, comfortable hotels, good experiential activities, small
museum experiences, reasonable prices, and comprehensive facilities. Embedding these
aspects into the sustainability framework indicated that Wuzhen’s development created
socio-cultural, economic, and environmental benefits. Participants thought Wuzhen
performed well with respect to these nine aspects and recommended that other visitors
should travel there. This is a good signifier of sustainable development, indicating that
this destination will continuously attract more and more visitors.
Sustainable development is a complex issue. This study’s findings were based only
on the visitors’ perspectives. One finding demonstrated that Chinese and non-Chinese
participants evaluated crowding standards differently, and that discovery highlights how
visitors’ perceptions of Wuzhen’s sustainability might also differ depending on where
they are from.
Authenticity is an important feature of ancient towns, but developing
comprehensive facilities to support modern participants’ needs is also necessary.
Visitors, largely, thought Wuzhen met both of these conditions; it preserves its old
buildings well, and provides comprehensive modern facilities to ensure participants’
convenience. Wuzhen seems to achieve a balance between authenticity and
modernization in the eyes of most visitors, though arguments about modernization and
authenticity are ongoing. In the analysis of economic sustainability, it was found that
visitors enjoyed the improvement of modern facilities but, by definition, improving
facilities tends to reduce cultural facilities. It is difficult to balance modernization with
preservation to meet all visitors’ needs.
99
Most visitors also perceived that Wuzhen’s stakeholders enjoyed their lives and
operating their businesses. They were as satisfied as the participants were; indeed, this
stakeholder satisfaction is linked to the participants’ satisfaction. Because they were
satisfied, they served customers effectively and customers then enjoyed the services and
tours, thus demonstrating the effectiveness of sustainable development.
This research identified two issues that would help Wuzhen develop its tourism
industry more effectively and sustainably. The first is overcrowding on weekends and
holidays, when many participants became dissatisfied. Wuzhen should increase its
service capacity to reduce customers’ waiting time. Secondly, the relative government
department or organizations should train local group tour guides to update their tour
design. The traditional model does not meet the needs modern tourists have for a cultural
experience; their major need was not to shop in the shops in ancient towns but, rather, to
see the cultural views and historical buildings and experience the cultural life of the
town. Local tour guides should offer that type of service to increase tourists’ satisfaction
levels. TripAdvisor participants would then share additional positive reviews online, and
the destination would attract more visitors.
5.7 Recommendations
Many ancient towns in China have not executed tourism development well. This
case study of Wuzhen offers the following critical suggestions to ancient towns.
It is suggested that ancient towns preserve historical and cultural buildings and
elements carefully because authenticity is an important factor influencing visitor
satisfaction. These elements are also the destinations’ most priceless resources. In the
process of preserving local buildings and elements, ancient towns should increase
transportation options and other supportive facilities. The tourism industry’s target
customers are modern visitors who expect a comfortable trip and convenient service, and
modern facilities directly affect visitor satisfaction.
100
Ancient towns should also consider how to balance socio-cultural, economic, and
environmental benefits. The balance is not easy to achieve, but if tourism organizations
keep this balance in mind, they will be better equipped to consider many aspects and set
requirements before taking action in ancient towns. For instance, they should ensure that
the price of services and products is reasonable. They should train staff to incorporate
service awareness and to treat participants politely and passionately. They also need to
enhance transportation options so that transportation is convenient. There is still a lot to
do. Ancient town tourism destinations must balance many aspects to achieve sustainable
development.
5.8 Limitations and Future Research
In this research, the analysis of the stakeholders was based on TripAdvisor
participants’ reviews, but participants’ perceptions might differ to those of the
stakeholders. A more comprehensive solution would be to collect data directly from
stakeholders such as staff members, small businesses owners, local residents, and tour
guides. Future primary research might more effectively explore stakeholders’
satisfaction levels regarding tourism development in Wuzhen.
The second limitation was related to the research method. This research collected
reviews from only one internet platform, and only reviews in English and Chinese were
examined. Future studies should incorporate a larger sample size — rather than use just
one data source —including reviews in more than the two aforementioned languages. A
larger sample size would provide more reliable, insightful results regarding visitors’
experiences at Wuzhen. Furthermore, future research may gather information from
visitors who do not post reviews on social media sites. This could involve other data
collection methodologies such as interviews or surveys.
This study analyzed Wuzhen’s authenticity from the visitors’ perspectives rather
than from that of third-party organizations. Future researchers might analyze the topic
101
from third-party organizations’ viewpoints. Although this study has some limitations, it
provides some valuable direction for future research. Researchers building on this study
will be able to examine sustainability from more stakeholders’ perspectives.
102
References
Afroz, R., Masud, M. M., Akhtar, R., & Duasa, J. B. (2013). Survey and analysis of public
knowledge, awareness and willingness to pay in Kuala Lumpur, Malaysia—A case
study on household WEEE management. Journal of Cleaner Production, 52, 185–
193.
Alegre, J., & Garau, J. (2010). Tourist satisfaction and dissatisfaction. Annals of Tourism
Research, 37(1), 52–73.
Amaral, F., Tiago, T., Tiago, F., & Kavoura, A. (2015). TripAdvisor comments: What are
they talking about? Dos Algarves. A Multidisciplinary E-journal, 26 (2), 47–67.
Aslan, A. (2015). The sustainability of tourism income on economic growth: Does
education matter? Quality & Quantity, 49(5), 2097–2106.
Austrian National Tourist Office. (2012). Sustainability in tourism. Retrieved from
https://www.austriatourism.com/wp-content/uploads/2012/12/nachhaltigkeit_
paper_2012_en.pdf
Bakir, A., Wickens, E., Boluk, K., & Avgeli, V. (2017). Cross-cultural issues in tourism
and hospitality. Tourism and Hospitality Research, 17(3), 245–248.
Ballantyne, R., Packer, J., & Sutherland, L. A. (2011). Visitors’ memories of wildlife
tourism: Implications for the design of powerful interpretive experiences. Tourism
Management, 32(4), 770–779.
Bao, J.G. (2012). Sustainable tourism observatories and cases in China. Retrieved from
http://asiapacific.unwto.org/sites/all/files/pdf/prof.bao_pptfinal.pdf
Berg, B. L. (2009). An introduction to content analysis. Qualitative research methods for
the social sciences (7th ed., pp. 338–377). Boston: Allyn & Bacon.
Bosselmann F. & Chen Ye, et al. (2003). Managing tourism growth (Y. Chen, Trans.).
Beijing: China Social Science Press.
Bradley, E. H., Curry, L. A., & Devers, K. J. (2007). Qualitative data analysis for health
services research: Developing taxonomy, themes, and theory. Health Services
103
Research, 42(4), 1758–1772. doi: 10.1111/j.1475-6773.2006.00684.x
Burns, P. M., & Sancho, M. M. (2003). Local perceptions of tourism planning: The case
of Cuellar, Spain. Tourism Management, 24(3), 331–339.
Chen, J. (2011). The analysis of resources protection problems of tourism resource
development in ancient town. Work & Study Abroad: Careers Education, 6, 85.
Chen, Y., Huang, J., & Cai, L. A. (2014). Images of China tourism and sustainability
issues in Western media: An investigation of National Geographic. International
Journal of Contemporary Hospitality Management, 26(6), 855–875
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods
approaches (4th ed.). Thousand Oaks, CA: Sage Publishers.
Csapo, J. (2012). The role and importance of cultural tourism in modern tourism
industry. London, UK: INTECH.
Cunliffe, E., Muhesen, N., & Lostal, M. (2016). The destruction of cultural property in
the Syrian conflict: legal implications and obligations. International Journal of
Cultural Property, 23(1), 1-31.
Curi, U. (2013). Concept of environment, sustainable development and respect for
human rights. Juridical Tribune Journal, 3(2), 219–229.
Curtin, S. (2005). Nature, wild animals and tourism: An experiential view. Journal of
Ecotourism, 4(1), 1–15.
Dai, Y. (2012). One research based on the tourists’ perception of the ancient village’s
culture authenticity. Paper presented at the 9th International Conference on Service
Systems and Service Management (ICSSSM), Shanghai, China. Retrieved from
http://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=6252276&isnumber=62
52172
De Rojas, C., & Camarero, C. (2008). Visitors’ experience, mood and satisfaction in a
heritage context: Evidence from an interpretation center. Tourism
Management, 29(3), 525–537.
104
Ding, S. Z. (2009). The development of ancient town and folk culture industry in the
southeast district of Chongqing. Chongqing Social Sciences, 3,92–95.
Dogl, C., & Behnam, M. (2015). Environmentally sustainable development through
stakeholder engagement in developed and emerging countries: CER-stakeholder
influences, CER practices and business outcomes. Business Strategy and the
Environment, 24(6), 583–600.
Downe‐Wamboldt, B. (1992). Content analysis: Method, applications, and issues. Health
Care for Women International, 13(3), 313–321.
Fabinyi, M., & Liu, N. (2014). Seafood banquets in Beijing: Consumer perspectives and
implications for environmental sustainability. Conservation and Society, 12(2),
218–228.
Fan, J. L., & Jia, L. (2007). Several suggestions of intangible cultural heritage
protection. Journal of Anhui Agricultural, 16(1), 76–78.
Feilden, B. (2007). Conservation of historic buildings. London: Routledge.
Fuchs, M., Höpken, W., & Lexhagen, M. (2014). Big data analytics for knowledge
generation in tourism destinations—A case from Sweden. Journal of Destination
Marketing & Management, 3(4), 198–209.
Funk, D. C., Toohey, K., & Bruun, T. (2007). International sport event participation:
Prior sport involvement; destination image; and travel motives. European Sport
Management Quarterly, 7(3), 227–248.
Gan, Z. M., & Ma, Y. F. (2000). The tourism resources and development. Nanjing:
Nankai University Press.
Garvare, R., & Johansson, P. (2010). Management for sustainability—A stakeholder
theory. Total Quality Management & Business Excellence, 21(7), 737–744.
Gebert, H., Geib, M., Kolbe, L., & Riempp, G. (2002, December). Towards customer
knowledge management: Integrating customer relationship management and
knowledge management concepts. In The Second International Conference on
105
Electronic Business (ICEB 2002, pp. 296–298).
Get News. (2016). Dragon howling China singing Chengdu, night culture of ancient
town in Huanglongxi: “Dragon boat” grandly setting sailing. Retrieved from
http://www.getnews.info/557560/dragon-howling-china-singing-chengdu-night-
culture-of-ancient-town-in-huanglongxi-dragon-boat-grandly-setting-sailing.html
Gilmore, A., & Rentschler, R. (2002). Changes in museum management: A custodial or
marketing emphasis? Journal of Management Development, 21(10), 745–760.
Gong, K., & Deng, C. F. (2011). Protection and development strategies of historic towns.
Journal of Anhui Agri, 39(17), 10558–10560.
Gou, J. Y., & Zhou, F. Y. (2015). Cultural tourism driving local economic
development—Case study on South Gong and Drum Lane. China Collective
Economy, 12, 112–113.
Goulding, C. (2000). The museum environment and the visitor experience. European
Journal of Marketing, 34(3/4), 261–278.
Graneheim, U., Lundman, B. (2004). Qualitative content analysis in nursing research:
Concepts, procedures and measures to achieve trustworthiness. Nurse Education
Today, 24(2), 105–112.
Hall, C. M., & Lew, A. A. (2009). Understanding and managing tourism impacts: An
integrated approach. Abingdon, Oxon: Routledge.
Hammond, R. (2013, September 6). Why sustainable tourism is the travel industry’s
duty. The Guardian. Retrieved from https://www.theguardian.com/sustainable-
business/sustainable-tourism-travel-industry-duty
Hörisch, J., Freeman, R. E., & Schaltegger, S. (2014). Applying stakeholder theory in
sustainability management: Links, similarities, dissimilarities, and a conceptual
framework. Organization & Environment, 27(4), 328–346.
Hsieh, H. F., & Shannon, S. E. (2005). Three approaches to qualitative content
analysis. Qualitative Health Research, 15(9), 1277–1288.
106
Isaac, R. K., & Budryte-Ausiejiene, L. (2015). Interpreting the emotions of visitors: A
study of visitor comment books at the Grūtas Park Museum,
Lithuania. Scandinavian Journal of Hospitality and Tourism, 15(4), 400–424.
Ivanovic, M. (2008). Cultural tourism. Cape Town: Juta and Company Ltd.
Jeacle, I., & Carter, C. (2011). In TripAdvisor we trust: Rankings, calculative regimes
and abstract systems. Accounting, Organizations and Society, 36(4), 293–309.
Jeon, M. M., Kang, M. M., & Desmarais, E. (2016). Residents’ perceived quality of life
in a cultural-heritage tourism destination. Applied Research in Quality of
Life, 11(1), 105–123.
Jiang, L., & Su, Q. (2013). Creative destruction and transformation of place-based
identity in ancient town of Zhouzhuang. ACTA Geographica Sinica, 68(8), 1131–
1142.
Jin, N. P., Lee, S., & Lee, H. (2015). The effect of experience quality on perceived value,
satisfaction, image and behavioral intention of water park patrons: New versus
repeat visitors. International Journal of Tourism Research, 17(1), 82–95.
Kapilevich, L., Karvounis, Y., & Zagulova, D. (2016). Estimation of the parameter of
satisfaction with services in tourism: Content analysis of online customer reviews.
In SHS Web of Conferences. Vol. 28: Research Paradigms Transformation in Social
Sciences (RPTSS 2015).—Les Ulis, 2016. (Vol. 282015, p. 01052). EDP Sciences.
Kassarjian, H. H. (1977). Content analysis in consumer research. The Journal of
Consumer Research, 4(1), 8–18.
Kolbe, R. H., & Burnett, M. S. (1991). Content-analysis research: An examination of
applications with directives for improving research reliability and objectivity.
Journal of Consumer Research, 18(2), 243–250.
Lang C. J. (2012). Examining the implementation of Six Sigma training and its
relationships with job satisfaction and employee morale. Asian Journal on
Quality, 13(1), 100–110.
107
Lee, C. K., Yoon, Y. S., & Lee, S. K. (2007). Investigating the relationships among
perceived value, satisfaction, and recommendations: The case of the Korean
DMZ. Tourism Management, 28(1), 204–214.
Li, F. (2007). The study on the evaluation and planning of the ecological character of the
human and cultural tourism products (Unpublished doctoral dissertation). Tongji
University, Shanghai.
Li, X., & Li, Q. (2006). The basis of tourist psychology. Tsinghua University Press.
Li, X. D., & Zhang, J. L. (2007). Aspects and utility of tourism authenticity. Journal of
Shanxi Institute of Technology, 25(4), 51–54.
Li, Y., & Sun, C. H. (2009). The development of tourism products in ancient towns,
Economic Research Guide, 21, 151–152.
Li, Y. B., Zhang, J., & Chen, Y. (2006). Image of landscapes in ancient water towns—
Case study on Zhouzhuang and Tongli of Jiangsu Province. China Geography
Science, 16(4), 371–377.
Liang, Y. L. (2018). Analysis of ancient town tourism image and individualized design.
MING, 2, 113.
Liao, S. H., Chen, Y. J., & Deng, M. Y. (2010). Mining customer knowledge for tourism
new product development and customer relationship management. Expert Systems
with Applications, 37(6), 4212–4223.
Lin, M. (2005). Discussion of development and protection of ancient towns’ cultural
tourism resources. (Master’s thesis). Sichuan University, Chengdu, China.
Lin, S. (2011). The research of tourism authenticity. Tourism Management Research, 3,
24–25.
Liu, J. Y., Xie, L. S., & Zhao, X. Y. (2014). Ethical and sustainable practices in the
hospitality and tourism industry in China. International Journal of Contemporary
Hospitality Management, 26(6), 12–19.
Liu, W. (2011). A summary of the research on ancient town tourism based on experience
108
economy. Time Finance, 3, 82–83.
Lord Cultural Resources. (2009). Ontario cultural and heritage tourism product
research paper. Ontario: Queen’s Printer. Retrieved from Error! Hyperlink reference
not
valid.http://www.mtc.gov.on.ca/en/publications/Ontario_Cultural_and_Heritage_To
urism.pdf
Lu, Z. G. (2001). The protection and development history of towns in southern Yangtze
River. Nanjing: Southeast University Press.
Lv, Q., & Huang, M. (2012). A literature review of ancient town tourism in China,
Journal of Beijing Second Foreign Languages Institute, 201(1), 6–14.
Lynch, M. F., Duinker, P., Sheehan, L., & Chute, J. (2010). Sustainable Mi'kmaw
cultural tourism development in Nova Scotia, Canada: Examining cultural tourist
and Mi'kmaw perspectives. Journal of Sustainable Tourism, 18(4), 539–556.
Malik, M. A. S., Shah, S. A., & Zaman, K. (2016). Tourism in Austria: Biodiversity,
environmental sustainability, and growth issues. Environmental Science and
Pollution Research, 23(23), 24178–24194.
McKercher, B., McKercher, R., & Du Cros, H. (2002). Cultural tourism: The
partnership between tourism and cultural heritage management. Abingdon, Oxon:
Routledge.
Nunkoo, R., & Ramkissoon, H. (2011). Developing a community support model for
tourism. Annals of Tourism Research, 38(3), 964–988.
Ong, L. T. J., Storey, D., & Minnery, J. (2011). Beyond the beach: Balancing
environmental and socio-cultural sustainability in Boracay, the Philippines. Tourism
Geographies, 13(4), 549–569.
Orbasli, A. (2000). Tourists in historic towns: Urban conservation and heritage
management. New York; London: E & FN Spon.
109
Pedersen, A. (2002). Managing tourism at world heritage sites: A practical manual for
world heritage site managers. Retrieved from
http://whc.unesco.org/uploads/activities/documents/activity-113-2.pdf
Peeters, P., & Landré, M. (2011). The emerging global tourism geography—An
environmental sustainability perspective. Sustainability, 4(1), 42–71.
Pine, B. J., & Gilmore, J. H. (2011). The experience economy. Watertown, MA: Harvard
Business Press.
Pomucz, A. B., & Csete, M. (2015). Sustainability assessment of Hungarian lakeside
tourism development. Periodica Polytechnica Social and Management Sciences,
23(2), 121–132.
Poria, Y., Butler, R., & Airey, D. (2003). The core of heritage tourism. Annals of Tourism
Research, 30(1), 238–254.
PR Newswire. (2012). TripAdvisor survey reveals three quarters of U.S. travelers
sharing trip experiences on social networks: 42 percent use social media for travel
planning; 40 percent for travel inspiration. New York: PR Newswire.
Pyo, S. (2005). Knowledge map for tourist destinations—needs and implications,
Tourism Management, 26(4), 583–594.
Raj, R., Griffin, K. A., Morpeth, N. D., & C.A.B.I. (2013). Cultural tourism.
Wallingford, Oxfordshire, UK: Centre for Agriculture and Biosciences International
(C.A.B.I.).
Ren, G. W. (2009). Analysis on some concepts concerning cultural tourism. Tourism
Forum, 2(2), 159–162.
Richards, G. (2009). Tourism development trajectories: From culture to creativity?
Paper presented to the Asia-Pacific Creativity Forum on Culture and Tourism, Jeju
Island, Republic of Korea. Retrieved from http://www.tram
research.com/atlas/APC%20Paper%20Greg%20Richards.PDF
Richards, G., & Munsters, W. (2010). Cultural tourism research methods. Wallingford,
110
Oxfordshire, UK: Centre for Agriculture and Biosciences International (C.A.B.I.).
Rodrigo, A. G. (2002) Tourism and cultural revival. Annals of Tourism Research, 29(4),
1004–1021.
Roe, P., Hrymak, V., & Dimanche, F. (2014). Assessing environmental sustainability in
tourism and recreation areas: A risk-assessment-based model. Journal of
Sustainable Tourism, 22(2), 319–338.
Ramos, H., Stoddart, M. C., & Chafe, D. (2016). Assessing the tangible and intangible
benefits of tourism: Perceptions of economic, social, and cultural impacts in
labrador's battle harbour historic district. Island Studies Journal, 11(1), 209–226.
Ruan, Y. S., & Yuan, F. (2008). Conservation and development of the historic water
towns in the south of Yangtze River. Urban Planning Forum, 5, 52–59.
Ryan, G. W., & Bernard, H. R. (2003). Techniques to identify themes. Field Methods,
15(1), 85–109. Retrieved from https://doi.org/10.1177/1525822X02239569
Sain, S., & Wilde, S. (2014). Customer knowledge management. Springer Science
Business Media.
Saunders, M., Lewis, P., & Thornhill, A. (2015). Research methods for business students
(7th ed.). Delhi: Pearson Education India.
Shows, G. D. (2012). Escapist environments, restorative experiences, and consumer self-
regulation (Unpublished PhD Dissertation). Louisiana Tech University, Ruston,
LA.
Sim, K. W., & Lee, J. H. (2013). An examination of visitors’ satisfaction on revisiting
intention and recommendations: A case study of the national natural recreation
forests in Korea. Forest Science and Technology, 9(3), 126–130.
Smith, W. L. (2005). Experiential tourism around the world and at home: Definitions and
standards. International Journal of Services and Standards, 2(1), 1–14.
Solimar International. (2015). Cultural tourism: Four examples of how it works for
destinations. Retrieved from http://www.solimarinternational.com/resources-
111
page/blog/item/224-cultural-tourism-four-examples-of-how-it-works-for-
destination
Song, Y, M., & Sun, G. N. (2006). Analysis on theoretical framework and principle of
experience tourism. Social Scientist, 6, 115–119.
Song, H. J., & Zhang, Z. X. (2014). Evaluation of sustainable tourism development of
the hotel industry in Hainan, China by Earth Check. Open Access Library Journal,
1, 854.
Stamboulis, Y., & Skayannis, P. (2003). Innovation strategies and technology for
experience-based tourism. Tourism management, 24(1), 35–43.
Statista. (2014). Number of domestic visitor arrivals in China from 2004 to 2014 (in
millions). Retrieved from http://www.statista.com/statistics/277254/number-of-
domestic-trips-in-china/
Stipanovic, B., Smoljic, M., & Primorac, D. (2014). Client management knowledge in
the tourist organization. In M, Ivica Filipovic (Ed.), Economic and social
development:7th international scientific conference, Book of proceedings, 459
(pp.459–470). Varaždin, Croatia: Varaždin Development and Entrepreneurship
Agency.
Strijbos, J. W., Martens, R. L., Prins, F. J., & Jochems, W. M. (2006). Content analysis:
What are they talking about?. Computers & Education, 46(1), 29–48.
Tang, Y, H., & Wang, S, F. (2009). Comparative study on traditional tourism and
experiential tourism. Heilongjiang Science and Technology Information, 3, 111-
111.
Taplin, R. H. (2013). The influence of competition on visitor satisfaction and
loyalty. Tourism Management, 36, 238–246.
Targeted News Service. (2016). Cornell study issues call for sustainability in China’s
hotels. Retrieved from https://www.hospitalitynet.org/news/4076462.html
The Global Development Research Center. (2016). Defining sustainable tourism.
112
Retrieved from http://www.gdrc.org/uem/eco-tour/sustour-define.html
Theobald, W., & Zhang, G. R. (2001). New theory on global tourism. Beijing: China
Tourism Press.
Tomaselli, K. (2012). Cultural tourism and identity: Rethinking indigeneity. Leiden,
Netherlands: Martinus Nijhoff Publishers.
Tongxiang Government Information Catalogue.(2014).National economic and social
development of Wuzhen town in 2014. Retrieved from
http://xxgk.tx.gov.cn/xxgk/jcms_files/jcms1/web47/site/art/2015/6/12/art_2257_71
691.html
Torabi-Farsani, N., Coelho, C., & Costa, C. (2012). Geotourism and geoparks as
gateways to socio-cultural sustainability in Qeshm rural areas, Iran. Asia Pacific
Journal of Tourism Research, 17(1), 30–48.
Torre, A., & Scarborough, H. (2016). Reconsidering the estimation of the economic
impact of cultural tourism. Tourism Management, 59, 621–629.
Torres-Delgado, A., & Saarinen, J. (2014). Using indicators to assess sustainable tourism
development: A review. Tourism Geographies, 16(1), 31–47.
Travis, A. S. (2011). Planning for tourism, leisure and sustainability: International case
studies. Wallingford, Oxfordshire, UK: CABI.
Tsaur, S., Yen, C., & Chen, C. (2010). Independent tourist knowledge and skills. Annals
of Tourism Research, 37(4), 1035–1054.
Tse, T. S., & Zhang, E. Y. (2013). Analysis of blogs and microblogs: A case study of
Chinese bloggers sharing their Hong Kong travel experiences. Asia Pacific Journal
of Tourism Research, 18(4), 314–329.
Vellecco, I., & Mancino, A. (2010). Sustainability and tourism development in three
Italian destinations: Stakeholders' opinions and behaviours. The Service Industries
Journal, 30(13), 2201–2223.
Wang, H, B., & Dong, L. (2008). The reform of modern tourism mode based on tourism
113
experience. Commercial Times, 29, 79–80.
Wang, Y. C. (2006). Tourism development models comparative study and sustainable
development countermeasures of ancient towns in South China, Journal of
Central, China Normal University, 40(1), 105–109.
Wang, Y. C., Shi, Y. S., & Chen, T. (2007). The characteristics of commercialization
trends and sustainable development of ancient towns in south China: A case study
of three towns in the north of Zhejiang Province. Journal of Tongji University
Social Science Section, 2, 49–54.
Wan, Y. K. P., & Li, X. (2013). Sustainability of tourism development in Macao, China.
International Journal of Tourism Research, 15(1), 52–65.
Wei, X., & Pan, Y. T. (2012). Methodological study on development of value scale for
tourists’ experience in wetland parks. Geographical Research, 31(6), 1121–1131.
Wong, I. A. (2015). A multimethod multilevel study of heritage transmission: The role of
culture on tourist interest and authenticity. Journal of Travel Research, 54(5), 672–
685.
World Bank. (2016). International tourism, number of arrivals. Retrieved from
http://data.worldbank.org/indicator/ ST. INT. ARVL
World Tourism Organization. (2016). WTO tourism highlights 2016. Manila: UNWTO.
Wu, H., Li, M., & Li, T. (2018). A study of experiential quality, experiential value,
experiential satisfaction, theme park image, and revisit intention. Journal of
Hospitality & Tourism Research, 42(1), 26–73.
Wu, W. Z.,& Zhang, Z. M. (2003). The layout and innovation of tourism products in
experience economy era: A case study on experience-exploitation of ancient village
tourism product. Tourism Tribune, 6, 66–70.
Wu, Y. R. (2013). Study on planning of cultural tourism’ s construction within ancient
town. (Unpublished doctoral dissertation).Northwest Agriculture & Forestry
University, Xianyang.
114
Wu, Y. X. (2015). Commercialization endangers living fossils. Retrieved from
http://www.chinadaily.com.cn/opinion/2015-01/06/content_19246413.htm
Wuzhen Government. (2015). Government work report: The year of 2014. Retrieved
from http://g2g.tx.gov.cn/art/2015/6/12/art_99_48066.html
XinHua Net. (2015). Wuzhen, big transformation brings big change. Retrieved from
http://news.xinhuanet.com/local/2015-07/22/c_128044110.htm.
Xing, W. B., & Wang, Z. X. (2006). The impact of tourism on the local social culture.
Commercial Research, 14, 162–164.
Yan, G. D., Kang, J. C., Wang, G. D., & Han, Q. C. (2013). Bottleneck at promoting
strengths of tourism-culture integration in ancient town Cicheng and
enlightenments for development. Applied Mechanics and Materials, 291–294,
1586–1589.
Yan, S. S., & Hu, Y. C. (2015). The development and research of experience tourism
economy in Wuzhen. Economic Research, 11, 40–41.
Ye, J. X. (2015, October 30).Ancient town tour “Thousands of towns”: The phenomenon
of excessive commercialization of commercial customers. Legal Daily, Retrieved
from http://www.legaldaily.com.cn/Finance_and_Economics/content/2015-
10/30/content_6333889.htm
You, G. (2013). Design and analysis of experience tourism product in ancient towns.
Journal of Fujian Radio and Television University, 5, 52–60.
Yu, H. L., & Zhou, M. (2008). Preliminary discussion on the development mode of
Sichuan ancient towns. New West, 9, 44–45.
Yu, Q. (2008) In-depth exploration of tourism products in ancient town from the
perspective of experience economy. Journal of Jiangxi Science & Technology
Normal University, 2, 40–43
Zauner, A., Koller, M., & Hatak, I. (2015). Customer perceived value—
Conceptualization and avenues for future research. Cogent Psychology, 2(1), 391–
115
404.
Zeng, G., & Chen, S. (2017). Exploration of the protective development model of
ancient towns in metropolitan suburbs: A case study of Xinchang ancient town in
the Pudong new area of Shanghai. Study of Views, 9(5), 27–34.
Zhang, S. Z., & Dong, Y. F. (2006). Viewing tourism development of world heritage of
Xidi Hongcun from tourist experience. East China Economic Management, 20(2),
43–46.
Zhang, X. P. (2002). Development of cultural tourism resources viewed from an
anthropological perspective. The Ideological Front, 28(1), 31–34.
Zhang, Y., & Wildemuth, B. M. (2009). Qualitative analysis of content. In B.
Wildemuth(Ed.), Applications of social research methods to questions in
information and library science (pp.308–319). Westport, CT: Libraries Unlimited.
Zhong, D. P. (2015). Study on the social influence of tourism development in ancient
towns. Heilongjiang Science and Technology Information. 35, 293–294.
Zhou, Y. L. (2006) The empire of Canal, National Geography of China. Retrieved from
http://www.dili360.com/cng/article/p5350c3d672c7037.htm
Zhu, Z., & Dai, G. Q., & Bao, J. G. (2004).New wine in old bottles—Innovation &
development of Suzhou tourist products. World Regional Studies, 13(4), 89–94.
